Aequitas Investment Partners

Founded in 2020, Aequitas Investment Partners was born from a decade of managing portfolios worth billions at some of Australia’s biggest private banks. With deep institutional experience and a pioneering role in Australia’s first separately managed accounts, Aequitas saw an opportunity to reimagine investment management for the financial advice industry. Built on a team with over 15 years’ experience working together, they bring fairness, transparency, and partnership to every client relationship.

While Aequitas was already delivering institutional-grade solutions, their brand didn’t reflect the depth of their expertise or the fairness and clarity they brought to clients. The challenge was two-fold: sharpen their story so advisers instantly understood the power Aequitas could give them, and craft a brand identity that felt both established and contemporary.

The brand story began with their name. Aequitas is derived from the Latin word for justice, fairness, and equality. In Roman mythology, Aequitas was also personified as a goddess, often depicted holding a set of scales. This idea of honesty and clarity became the foundation of the rebrand.

The wordmark was carefully customised to balance tradition with modernity. Sharper letterforms gave it a confident, contemporary edge, while the lowered crossbar in the ‘A’ subtly suggested one side of a scale. With two A’s in the name, the design completes the symbol, forming a hidden set of scales within the logo itself.

The colour palette, once flat and underwhelming, was refined into a flowing turquoise gradient. Transforming the palette into something calm, elegant, and full of movement. This brought a sense of clarity and peace that reflects the experience Aequitas offers its clients.

Photography, shot by the talented team at Sunbox Studios, added warmth and optimism. By capturing the team as approachable, confident partners, the brand showed that scaling a business doesn’t have to feel cold or corporate — it can feel human, collaborative, and real.

We also extended the brand into the tools that set them apart. Aequitas had developed proprietary technology powerful enough to rival Australia’s biggest institutions. We named and designed identities for these innovations — Aequilibrium and Altum — and created custom iconography for both their services and technologies. This brought cohesion, credibility, and a unique visual language across every touchpoint.