Spectrum - Rebrand
Brand Identity, Design Direction, Brand Campaign
Spectrum needed a fresh, cohesive brand identity that could stand out across every touchpoint—from towering billboards to the bags customers carry out of their stores. They wanted a look and feel as expansive as their nationwide reach and as seamless as their connectivity promise.
With a vast customer base and an evolving industry, Spectrum needed to modernize its brand while maintaining familiarity and trust. The challenge was to create a design system that was bold yet flexible, recognizable yet adaptable across a wide variety of mediums.
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Agency: Six Plus One
Design Director: Sal DellAquila
Creative Director: Eric Rojas
Insight
Spectrum is always around you, always available, and always moving. The brand refresh needed to reflect this seamless presence with a strong, modern visual language that reinforced Spectrum’s reliability and accessibility everywhere.
Art Direction
We reimagined Spectrum’s visual identity from the ground up. The new design system featured a bold, modern font system for clearer messaging, a refined yet colorful color palette that reinforced trust and innovation, and a new photography style that put real people front and center.
