Equinox

Equinox was a tax and accounting services business, initially serving contractors of all industries. Over the past decade, the business had begun focusing solely on truckers and desperately needed a rebrand.

Audience

A diverse group of trucking professionals who have become increasingly technologically literate.

Insight

Truck drivers and owner-operators start their own trucking businesses because they want freedom. Often, however, they don’t realize all the time-intensive responsibilities that come with being a business owner.

Strategy

Help truckers understand that running a business means focusing on your strengths and letting others help you by using theirs.

Single-minded Idea

You’re a trucker, not an accountant.

Execution

A new website and messaging architecture that shows how Equinox helps truckers run their business — not the other way around.