What we did

  • Brand Positioning
  • Verbal Identity
  • Visual Identity
  • Art Direction
  • Website Design
  • Copywriting


  • Design: Jon Marsh
  • Motion Design: Alex Barnet

Client Team

  • Ben McRedmond
  • Bobby Pinero

Every modern business is built around a spreadsheet, but spreadsheets aren’t designed to fit the way they work. Equals created a next-generation spreadsheet that keeps everything analysts love and fixed everything that frustrated them. We worked with founders Ben and Bobby to build a brand foundation that added a modern touch to the spreadsheet culture of the past.

Brand Positioning
We worked with the founders to articulate Equals’ core story: a spreadsheet for modern analysts, designed to work the way they work today.

Verbal Identity
We built more consistency around how to tell the Equals story, voice traits to keep our language consistent, and copy examples we put to use right away in the website.

Visual Identity
We created a modern grid system that reflects the versatility and creativity of the spreadsheet. The final system can shrink and scale to any application, creating a logical yet flexible foundation. We looked for inspiration from 90’s computer culture and gave it an updated finish, from generative pixel art to fresh color palettes. This visual nod alludes to the thorough, ambitious tools that came before Equals, the modern take on an old way of doing things.

Website Design
Equals already had a website, but they didn’t want to just apply the new brand to their existing one. We helped them evolve each webpage by integrating spreadsheet cell patterns, adding nods to their UI, and infusing color throughout. We also collaborated with them on an information-rich microsite to celebrate International Spreadsheet Day on October 17, 2022.

A brand and site for the next-generation spreadsheet.

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