A man holding a origami orb made of data pattern paper, tagline displayed data in its most powerful form.

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.

Data in Its Most Powering Form

Form defines function. The origami figures symbolize the power of data‑driven insights and they are a literal interpretation of 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

*This is a super simplified version...

Equifax data pattern

Equifax data matrix
Data patterned folded paper

Folded pattern paper

Contextual background images

5 pillars of background images

Origami Figures

Connect the visual and 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.

Equifax content can be pretty dense and technical, so my job was to make it easier to understand through visuals that felt clear, engaging and useful for both sellers and customers.

am origami hound sniffing grass in a city park setting
an origami submarine deep in the water with ray of light shinning through the water
An origami eagle flying in midair in the suburban
a school of origami fish swimming in a vibrant underwater life
Origami Bee flyying in mid air
Collateral of all the marketing material for Equifax campaign including direct mail, eblast, pitch deck, powerpoint
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".

white origami dog standing on a white background
A guy petting an origami dog looking through the window on a highrise building
Origami umbrella working hard to protect the user from heavy rain
a girl looking through a origami telescope in a city setting
A full display of a collection marketing material for Commercial Insight Campaign from Equifax

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.

behind the scene with photo studio screenshot
origami pieces laying on the desks
a screenshot of a folder filled with origami photos
a screenshot of a folder with many behind the scene footages
time lapse of a photo manipulation process of a origami hound
time lapse of a photo manipulation of school of origami fish.
a time lapse of an image editing for equifax with a guy holding an origami umbrella

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