Equinox
Better Half and Equinox’s fruitful creative collaboration began in 2018. In 2020, Better Half CEO Will Mayer was brought into Equinox to build a robust creative team and direct its brand vision. In the 4 years that followed, Equinox transformed into a [platform] worthy of obsession.
Revitalizing
As VP of Creative, Will Mayer saw the necessary task of revitalizing Equinox’s community relied on multiple initiatives.
This culminated in inspired global partnerships, essential updates to member programs and experiences, and elevated ------. All brand surfaces were reconsidered and reconstructed.
COLLABORATIONS
Forms of Intimacy
For Pride 2022, Equinox curated a benefit auction, Forms of Intimacy, at Sotheby’s, showcasing the work of LGBTQ+ artists.
100% of proceeds went to Camp Felix Pride, a summer camp for LGBTQIA+ youth in the New York City foster care system.
Alongside the physical exhibition at Sotheby’s NY, a month-long digital auction was held for members across all Equinox clubs.
