Behind the Brand: A Conversation with TCYK

Equality Institute’s bold brand evolution is thanks to The Company You Keep — a design practice with a curatorial approach, who pair their clients with references, ideas, and collaborators that align with their values, but exist beyond their category. TCYK position brands in dialogue with the broader culture around them, while creating a point of difference based on ethos. We had a chat with them to reflect on the process of refreshing EQI’s brand. 

EQI: What drew you to working with us on this brand refresh? 

TCYK: We are deeply inspired by the work of Dr Emma Fulu and her team who are solving one of the greatest challenges of our time — violence against women and girls. This project is an opportunity to help the Equality Institute (EQI) amplify its work by using design as a tool for change.  

The team’s idea to reimagine the brand through the lens of new media and streaming platforms aligned closely with our approach to design. Stepping beyond category norms creates the space for the brand to be seen in a new light, by a wider audience. 

EQI: Can you walk us through your process? What role did collaboration play? 

TCYK: Design works best as a dialogue. Over the past two years we’ve met often, beginning with an all-hands workshop and followed by regular conversations with the leadership team. Those sessions helped us to translate their bold vision and relentless positivity into a flexible design system that works across print, digital, and events. 

It needed balance. EQI’s research is academic, rigorous and deeply nuanced so the brand needed to convey insight and credibility. At the same time, it had to capture EQI’s joyful spirit. Despite the gravity of gender-based violence, the team leads with positivity and creativity because they have proven solutions. 

EQI: What did you set out to capture/reflect/embody through the new brand identity and why?

TCYK: The new identity was designed to speak to all of the Equality Institute’s audiences from grassroots advocates to global policymakers. Aiming to reflect both people power and political influence, showing EQI’s ability to shift national conversations, drive reforms, and empower individual action. 

It needed balance. EQI’s research is academic, rigorous and deeply nuanced so the brand needed to convey insight and credibility. At the same time, it had to capture EQI’s joyful spirit. Despite the gravity of gender-based violence, the team leads with positivity and creativity because they have proven solutions. 

Together with writer Crystal Fong, we paired design with language that reflects EQI’s indomitable spirit and sector-building work. The outcome is a vibrant, affirming brand that builds trust and optimism. 

EQI: You’ve described the ‘i’ in EQI as a nod to information. Can you talk about how that became a defining element in the identity? 

TCYK: Research underpins everything EQI does, so we wanted that evidence-based approach to be visible in the brand. The ‘i’ in the brand marque references the universal symbol for information (approachable yet trusted) while its monolithic typography conveys the rigour behind their work. 

EQI: How did you approach making the brand more accessible and inclusive — both visually and structurally? 

TCYK: The Institute engages a diverse, international community, so the website was designed with accessibility top of mind. We worked closely with Bone Digital, giving attention to colour contrast, text size, and clear information hierarchy to create a user-friendly experience that meets AA accessibility standards. 

EQI: Did anything surprise you throughout the process? Did you learn anything or did anything shift your way of thinking? 

TCYK: The most profound learning was recognising that violence exists on the same continuum as everyday harms. ‘Casual’ sexism, racism, ageism and ableism are interconnected forces that reinforce the cycle of violence against women and children. This quickly shifts how you think about the issue and makes you realise that gender-based violence requires awareness and action at every level, by all of us. EQI makes this possible by offering a range of tools and services from online learning that tackles everyday bias through to consulting on global policy that unpicks systemic issues and saves lives. 

EQI: What do you hope people feel when they encounter the new EQI brand for the first time? 

TCYK: Intrigued and energised. The new branding, especially the website, is designed to make useful, practical information easy to find and engaging. Features like the video-led training and impact map are a great place to start. 

EQI: From your perspective, what makes this brand refresh stand out, and why do you think it matters right now? 

TCYK: The refresh matters because it reframes the conversation. At a time when gendered violence is rising, EQI provides evidence-based solutions and through design, these solutions are made more visible and actionable which in turn helps people to see themselves as part of the solution.