Your Majesty


A scalable brand identity blending commerce and passion.

EQL, partnering with brands like Nike and Tiffany's, aims to provide fans fair access to in-demand cultural products against a market challenged by bots and unfair practices. As EQL navigates growth in both B2B and B2C, it collaborated with Your Majesty to overhaul its brand identity and communications.
Transitioning from its original sneaker-focused identity, SNEAKQL, the brand recognized that its association with "hype" didn't align with its broader offerings or values. Insights helped redefine EQL's mission, focusing on creating a technological solution and cultural advisory work.
The outcome is a vibrant, label-centric visual identity that reflects the passion at the core of EQL's philosophy. This new identity is designed to be scalable, ensuring EQL's essence shines while promoting a diverse range of partnered brands. Our ongoing partnership helps establish EQL as an innovator in passion-centric commerce.
  • Workshop & Interview
  • Identity & Positioning
  • Brand Messaging
  • Creative Direction
  • Visual Identity
  • Content Strategy
  • CRM Consultancy
  • Website Design

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From hype-centric to passion-fueled

EQL, pronounced as “equal,” is an eCommerce platform that powers the launch of the world’s most in-demand products for brands like Nike, Crocs, and Tiffany’s. By combining chaos-proof technology, fan data analysis, and cultural advisory, EQL gets scarce products into the hands of fans and offers brands a new channel to build loyalty.

Once called SNEAKQL, EQL initially focused on hosting high-heat launches exclusively for sneaker brands and boutiques. “Hype” was, therefore, a natural association. As the brand extended its client portfolio to other categories like collectibles, art, cars, and more, the notion of “hype” became inept.

Interviews with fans, brands, and EQL’s own employees revealed the fleeting and “manufactured” nature of “hype,” pointing towards a deeper connector between all of them: “passion.” Brands are passionate about their fans, fans are passionate about the products that connect them with culture, and Equal is passionate about bridging brands and fans.

“Passion” then became EQL’s brand platform, conveying its dedication to culture and precision in technology and positioning it as the place where commerce is (finally) built for passion.

A fan-first identity

The new visual identity vividly reflects the energy found in EQL products, brands, and, most importantly, fans. Our approach centered around a label-centric design, a strategic choice that effectively communicates both cultural relevance and technical expertise.

The design blends delight with determination, embodying a playful yet purposeful character. It’s crafted to be confidently approachable, aligning perfectly with EQL’s fan-first philosophy: entertaining, joyous, confident, and communal.

The visual identity system is designed for scalability, ensuring that EQL elevates the distinctiveness of other brands while its own essence remains prominent and unaltered.

The new identity not only lifts our credibility but also vividly positions us in a passion-fueled world of desirable products.

Everyone who sees it instantly understands our commitment to excellence.

Andrew Lipp

Founder & CEO

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