Equifax Canada

Equifax came to us with a challenge and an opportunity: The brand need a effective way to present itself and its offerings in the Canadian market. My role focused on the visual direction and design, adapting the existing US brand assets into a distinctive system tailored to the Canadian market.

Form defines function.

The origami figures symbolize the power of data‑driven insights and they are a literal interpretation of “Data In Its Most Powerful Form” – our campaign slogan.

Industry

  • Financial Services

Category

  • Brand & value proposition strategy
  • Digital marketing & content
  • Marketing collateral design
  • Corporate communications

Agency

  • Yield Branding

Role

  • Lead Designer

Team

  • Account Executive
    Brad Usherwood
  • Art Director
    Chris Torbay
  • Production Designer
    Wayne Zhang
    Gonzalo Briceno
  • Copywriter
    Chris Torbay
    Jeff Katz
    Cathy McMahon
  • Origami Artist
    Alex Yue
  • Photographer
    Steve Frost
  • Animation
    Jullian Ablaza

4 elements combine to create the Origami creative platform

Equifax data pattern

Folded pattern paper

Contextual background images

Origami Figures

Connect the visual & message. Start with the client need, then choose the origami, setting and headline that bring it to life. Each piece should support one focused idea, creating a message that feels intentional, memorable and ready to land.

Additional Campaign

Commercial Insights

What began as "Data in Its Most Powerful Form" has grown into many campaigns across channels. But I'd like to mention this particular commercial visual strategy because I felt like it's a great refreshment of the original. It introduces the market to its broader promise: "Powering the World with Knowledge".

Behind The Scene

Beside clicking away at my desk, I worked with photographers, print production house, event coordinators, and an actual origami artist. It was one of those rare projects where there was room to bring in all the people and actions. Very grateful. Also, this happened before the AI boom, so I’m glad I got to do it . Now, onto the next thing.