Branding Identity / Technology
Identity Verification is all-pervasive. Hotel check-ins, airport security checks, opening a bank account, visiting the hospital, getting a SIM card, signing up for insurance, getting a visa, joining a new employer, buying a car and the list goes on. But the process is broken. Physical IDs are clumsy and hard to verify. Digital IDs (such as DigiLocker) are dumb IDs, i.e. there is no digital verification, just fetching a copy of the physical ID to be shown on a phone screen.
Founded by Keshav Reddy and Rajeev Ranjan, Equal is changing this. They are building the technology infrastructure to securely fetch, store and verify not just IDs, but all KYC information stored in silos across a user's government and private accounts. For users this means 1-click access and onboarding everywhere without having to fill-in long-forms or share proofs. For business and institutions, Equal enables a no-code integration into their workflows to onboard users faster and verify IDs without manual processes.
Opposite worked closely with Veena Reddy from Equal's founding team to create the brand name, logo, visual system and all user touch points, including an innovative new format for QR codes for ID verification.
We imagined Equal as a bold, modern brand that signals not just a new technology, but a new paradigm for how users interact with businesses. A brand that stands on its own as a beacon for simplicity in the clutter of the millions of touch points it will be present at. We paired this energy with restraint that elevated the credibility and reliability of the brand.