Digital agency PILOT launches

Auckland-based digital agency PILOT (formerly Digital EQ) has announced a change in name and brand to better reflect its business direction.

It highlights the progression and business growth Co-Founders Tom Gibson and Ashley Procter have seen since establishing the agency in 2019 and more aptly aligns PILOT with its client base of lifestyle, fashion and visual arts businesses.

Gibson says: “At PILOT we provide a brand-led holistic approach to digital consulting and marketing that other agencies do not. We operate as partners rather than service providers. We wanted to set ourselves apart by developing a brand that would sit alongside our clients and better reflect our company vision. 

“Our clients’ businesses are built on that human-to-brand connection, and while our expertise is digital and results-driven, we wanted to create a brand with the warmth and human feel of the brands we work with, we feel PILOT represents this.” 

Designed by award-winning design agency, Seachange, the PILOT name and identity was inspired by navigation based on the insight that many businesses struggle to find transparency in the digital world, leaving them feeling removed and untrusting of the industry.

Aeronautical themes in design and language can be seen throughout the brand, showcasing Gibson and Procter’s emphasis on guiding clients through the digital services they offer.

Procter says: “We work alongside our clients in a way that often goes beyond just the digital category to ensure a brand’s identity and product offering resonate with consumers online, as well as building digital expertise and understanding within their internal teams. PILOT more accurately represents our genuine care and educational approach.”

PILOT has seen robust growth in clients and revenue with an impressive portfolio including Yu Mei, Fix & Fogg, David Trubridge, Kowtow, Christopher Esber, Commercial Bay, Conrad Properties and Thames Pacific.

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