Is a gym old at 25? Not when it’s Equinox. Clever use of 3-word and 4-word phrases celebrate the fitness chain’s 25th anniversary. TIP: Excellent clarifying exercise for business anniversary planners is to boil down your org’s achievements into a set of pithy statements, as Equinox has. Find a few phrases for each year or decade. Make them as specific as possible (a few of Equinox’s are vague; everybody says they set the standard). Splashy use on Twitter by @Equinox adds branding consistency. Bravo #Equinox25.