Beautifully illustrated ‘brain food’ journal

Cover of Reflect magazine, print edition
After being spun out from Swiss banking giant UBS, Equatex needed a way of standing out from the opposition – the solution was ‘thoughtful journalism’.


When Zurich-based Equatex was launched as a new, private-equity backed brand specialising in international employee share plans and other incentives. The first challenge was to find a smart way of capturing the imagination of potential and existing clients.

Magazine covers laid out in a grid
Reflect magazine covers


Reflect was inspired by Poppy, the magazine we launched for stakeholder comms and marketing professionals in banking. Equatex realised that by creating a similar publication for their clients, they could build interest around their thought leadership credentials. We worked with them to devise compelling long-form content on topics such as the future of travel, global economics and design psychology. And the unusually-sized A3 magazine was brought to life with stunning illustration that further helped it stand out from conventional corporate publications.

White Light delivered a hybrid publishing solution by producing both a print and a digital magazine. The goal of this was to enable Equatex to engage two audiences; stakeholders and marketing professionals would receive the print magazine while the company’s subscribers could access the digital version. Our team also worked closely with Equatex on a campaign of online content.

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The Reflect masthead
A commissioned illustration from Reflect magazine
A commissioned illustration of a smart watch
A commissioned illustration from the magazine
A commissioned illustration from the magazine

The results

The launch of Reflect resulted in impressive figures which have helped to boost the client’s brand awareness, improve reader engagement and attract new audiences. 

Equatex experienced:  

  • 59% increase in monthly web traffic
  • 107% increase in followers and subscribers 
  • 574% increase in monthly social media engagement 
  • 23% increase in client satisfaction with information provided

Similar needs?

If you’d like to work with us on a similar project, get in touch. We’d love to have a chat.