Elevating EQT’s brand for global leadership and impact

EQT has rapidly developed to become one of the top global players in the private equity and real estate investment sectors. Despite its remarkable growth over the past decades, the brand has not yet attained the level of recognition and visibility that truly reflects its market stature and impact.

As EQT was looking to solidify its position as a leading player in the industry while at the same time expanding into the private wealth market and engaging more deeply with individual investors, it became clear that establishing strong strategic foundations for the brand was crucial. This would enable EQT to effectively introduce itself to the market and scale up external activities and activations. To navigate this transformation, EQT partnered with us at Grow to work collaboratively and drive impactful change.

Both clients and employees often perceive and speak about EQT as ‘different’ in a very positive sense, highlighting its unique approach within the industry. To capture this distinction, we needed to understand not only the company’s strategic ambition but also its ways of working, history and culture. We collaborated closely with the organisation and its leadership to distil these insights into a brand essence that encapsulates EQT’s distinctive identity and approach to value creation.

The resulting brand essence serves as both an inspiration and a guide for all expressions of the EQT brand, setting the tone for its every interaction. It comes to life most immediately through a bold new visual identity, designed to capture the core of EQT— reflecting its drive, positive outlook and thoughtful approach to business building.

It reflects EQT’s deep connection to the businesses they invest in, highlighting their hands-on approach to nurturing and developing companies for long-term success, while ensuring the brand stands out with clarity and impact.

To further support EQT’s growth and expansion, both organic and through acquisitions, we undertook a holistic review of the brand architecture. Our approach established a clear, strategic path to market, building a cohesive framework that strengthens the master brand while amplifying the organisation’s extensive expertise and breadth of services.

As the business expands into B2C alongside its institutional business, we built on the brand foundations by developing a new value proposition, communication platform, and visual expression for EQT Nexus, its flagship consumer product. This included positioning, messaging, and concept creation to effectively engage a global private investor audience, focusing on the unique opportunity for individuals to partner with EQT and leverage its distinct expertise and approach to value creation.