Equimats
For Equimats, we led creative direction, delivering photography and branding for an equestrian flooring brand needing a premium, durable-feeling identity. Every decision was made to give the brand a presence that feels authentic to who they are and how they work.
Client
Equimats
DELIVERABLES
Photography Branding
Year
2024
Role
Creative Direction
The Brief
For Equimats, we led creative direction, delivering photography and branding for an equestrian flooring brand needing a premium, durable-feeling identity. Every decision was made to give the brand a presence that feels authentic to who they are and how they work.
The Website
The first job was clarity. We looked at their messaging and asked: does this actually communicate what High Tide does, who it is for, and why someone should trust them with their finances?
The answer was not quite. So we rebuilt from the ground up.
We refined their positioning to feel more direct and approachable — cutting through the stiffness that tends to follow accounting firms around. The content was streamlined to create a clear path for visitors: understand the services, feel the values, take action.
Visually, we introduced a calm, nature-inspired direction — grounded, trustworthy, and quietly confident. Clean layout. Intuitive navigation. A site that feels easy to be on, and makes it easy to get in touch.
The result is a website that feels aligned with the business behind it: professional without being cold, approachable without losing credibility — and built to perform in search.
The Social Strategy
aaafadfhjdfoakjfakslfnoadshfoisdahjfoisjndfpihnfopiherwipfjw6769697879798798irhfpiqerwnvouebpvqnelkvbnqoienfoiwdiuwenqfa retail shop manager navigating seasonal cash flow, a professional practice partner who needs a firm they can trust with confidential financials. They are busy, practical, and they are not going to hire an accountant because of a flashy ad. They hire based on trust, relevance, and recognition.
So we built a strategy rooted in exactly that.
We launched their accounts on Instagram, Facebook, and LinkedIn with a content approach built around three pillars: professional education that actually teaches something useful, brand values and culture that makes the firm feel human, and founder-led content from Will about building a business without losing yourself in the process.
The tone is intentional — calm, credible, and a little outdoorsy. Because that is who High Tide is.
Professional Education (35%)
Practical, CRA-focused content that goes beyond the basics. The kind of posts a founder bookmarks and comes back to.
Brand Values & Culture (35%)
Content that shows who High Tide is, what they stand for, and why that matters. Anti-grind, community-minded, clarity-focused.
Owner Systems & Lifestyle (30%)
Founder-led content from Will about running a business with intention. Short videos, casual iPhone photos, longer LinkedIn pieces. Real and relatable.
The Execution
We post eight times a month across all channels — Mondays and Wednesdays at 7am — and handle everything: content creation, captions, scheduling, community engagement, and monthly reporting.
Alongside organic content, we run a lean paid advertising strategy on Meta — one lead generation ad per month targeting small business owners in BC and Ontario, plus boosted posts to build awareness in the early stages of growth.
The goal: 15 leads a month from paid, steady organic growth, and a presence that earns trust before anyone picks up the phone.
What We Are Building
High Tide is not trying to be everywhere. They are trying to be exactly right for the people who need them most — and to show up in a way that reflects the care and quality they bring to every client relationship.
That is what we are building together.
