Equinox Creative: Our Brand Story

In 2021, Kelly Mulder took a bold step forward, founding Mulder Consulting with a mission to bring innovative marketing strategies to the clean energy industry. What began as a one-woman operation quickly evolved into something more—a team of talented individuals united by a shared passion for crafting marketing and communications that resonate and drive change in clean energy and sustainability.

Over the past four years, Mulder Consulting became more than just a name on a business card. It grew into a trusted partner, a team of creative problem-solvers, and a company known for its strategic, purpose-driven work. But as the team expanded and the company’s vision evolved, one thing became clear: the brand needed to grow alongside it.

Why the Change?

Kelly wanted the company’s identity to reflect the team’s collective energy, collaborative spirit, and creativity. While her name had been a proud symbol of the company’s origins, it no longer captured the full potential of the diverse and dynamic team she had built.

So, the team embarked on a branding journey that brought everyone’s voices to the table. During a lively brainstorming session (or as we like to call it, a “brandstorm”), the name Equinox Creative emerged. It was the perfect fit—a nod to balance and transformation, change and stability, and fresh beginnings.

At Equinox Creative, we help brands find equilibrium in an ever-changing marketplace—whether that’s balancing creativity and strategy, brand authenticity and market demands, or vision and execution.

For Kelly, the equinox and solstice have always been times of renewal and reconnection. The Spring Equinox of 2021, which coincided with the founding of Equinox Creative, was particularly significant. It marked not only the start of a new professional journey but also a milestone birthday, a pivotal moment for her family, and a renewed sense of purpose. Just as the equinox brings balance between day and night, Equinox Creative symbolizes new beginnings, fresh ideas, and a commitment to growth. Kelly’s tradition of reconnecting with her cousins during each equinox and solstice underscores the importance of balance and adaptability in both her personal and professional life.

Bold, Dynamic, and Refined

The rebrand didn’t stop with the name. Choosing the colors for Equinox Creative was an intentional process—one that reflects our company’s energy, bold vision, and the depth of our team’s experience in clean energy.

Our palette is jewel-toned—not in the sense of high shine, but in its dynamic depth. These bold, saturated colors strike a balance between energy and sophistication—commanding attention without needing to dazzle. They’re designed to inspire, energize, and leave a lasting impression—just like the innovative work we do every day.

What’s With the Animals in Sunglasses?

Now, about those animals.

What started as a design decision to bring life to our website and subtly incorporate the Spring Equinox, soon became part of our brand story.

These sharply dressed creatures are more than just fun visuals—they symbolize our approach to work. They embody adaptability, resilience, and the ability to thrive in ever-changing conditions—just like the clean energy industry we serve.

The first animal to find itself on our website wireframe was the chameleon. The pop of color this little guy provided was the perfect balance to our brand colors. And the symbolism felt just right:

• Chameleon: the ultimate master of balance and adaptability—moves with precision, adjusting each step before acting. Changes color for camouflage, temperature regulation, and communication. A symbol of evolution, patience, and transformation.

Plus, we believe marketing should be fun, engaging, and memorable—just like a sunglasses-wearing chameleon.

What’s Next for Equinox Creative?

As we enter this new chapter, our mission remains the same: to craft innovative marketing solutions, communicate messages that matter, and captivate audiences in the clean energy sector. Equinox Creative represents everything we’ve built together and everything we aspire to achieve moving forward.

We’re excited to continue growing, innovating, and making a difference with you by our side. Thank you for being part of our journey.

Ready to craft, communicate, and captivate? Explore our new brand and see how Equinox Creative can power your clean energy marketing goals.