Until now, measuring a brand’s metrics did not involve emotions.

We know we buy on emotion and justify with logic. We know 100% of our clients, prospects, employees, investors, partners, etc. are humans, and 100% of humans are driven by a complex mix of emotions. Yet, business leaders, designers or marketeers have neither the knowledge, shared language, nor the clarity as to which blend of emotional needs their brand’s visual language communicates.

Brand Palette translates emotions into visuals and visuals into emotions showing strong brands never use a single emotion but blend them together, to tell rich stories that reflect the tension people actually feel in their lives.

A brand that reflects beautifully this tension is Equinox, a luxury leisure and fitness brand operating hotels and gyms.

As we can see from their map, based on the data we’ve mapped. Their brand’s story is about having it all. They combine primary opposing needs of Mastery, Intimacy, Performance and Style across their website, campaigns and user experience.