EQTY Lab Website
Trust in Machines: How EQTY Lab Brings Integrity to AI
Building trust in AI by turning complexity into clarity
Keeping AI Honest
AI is shaping the future. But without proper guidance, it can go off track — causing more harm than good. That’s why EQTY Lab is committed to ensuring AI systems are transparent, secure, and trustworthy. Their mission? To build a future where AI operates with integrity and is used for the greater good. To achieve this, EQTY Lab is creating a powerful suite of AI governance tools and products.
Creating a Shared Visual Language
EQTY Lab needed a brand and website that could simplify their complex ideas and offerings — one that would connect with anyone, not just tech experts. The challenge was heightened by the need to represent multiple product offerings within the same digital experience.
Our designers developed a color, stylistic, and iconographic system that represents the different tools under the EQTY Lab umbrella while maintaining visual cohesion. This ensured that when users switch between products, the visual language feels consistent and clear. The signature lilac color sets the tone, with bold accent colors defining each product area. Custom icons simplify complex ideas, turning abstract concepts into easy-to-understand visuals.
“It was a challenge to find a cohesive visual language that can speak to quite complex processes and products. Using lilac as the overarching brand color allowed us to use stronger accent colors to create differentiation whilst keeping things cohesive.”
Michael Cannon
Art Director
Powering Understanding Through Animations
Animations on the site are where the magic happens! We developed a custom-built animation system that triggers animations at precise moments as users scroll. This precision creates the feeling that users are interacting with the systems driving the website in real time.
But the animations are more than just eye candy. They guide visitors through EQTY Lab’s story, simplifying complex product flows and making the site feel cohesive and connected. Our custom-built animation system ensures content appears with perfect timing, creating a smooth rhythm that’s easy to follow. This flow helps visitors clearly understand EQTY Lab’s mission and products.
“The timing of the animations and text coming in gives the site a sense of dynamism without taking away from the content.”
Joris Rotteveel
Senior Developer
Tools for the Future
The website’s technical foundation ensures it’s as functional as it is beautiful. We used Next.js to keep the site fast and responsive. Storyblok powers the content management system, giving EQTY Lab’s team full control to manage and expand content as their products evolve.
Storyblok’s flexible component system allows each element to have multiple options and variants, enabling the EQTY Lab team to tailor content with precision and flexibility.
We used Framer Motion to bring animations to life — adding movement that feels purposeful, not flashy. These animations support the storytelling, drawing users in and guiding them through the site’s content.
The result? A website that doesn’t just tell EQTY Lab’s story — it shows it, step by step.
