Six+One

Spectrum

REINVENTING THE BRAND

Reintroducing Spectrum

A Little Background

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.

The Mission

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.

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.

Spectrum Bands

At the heart of the new brand identity is the "Spectrum Bands," a dynamic design element that visually represents the seamless, expansive nature of connectivity. These bands became the signature of Spectrum’s refreshed look, adding movement and energy to every execution.

Our spot for the Children’s Zoo celebrated the educational power of play for children (both human and animal).
Our Madagascar video focused on the tactile experience of the exhibit, showing how touch creates deeper mystery and wonder.
For African Plains, we zoomed out to show the expansive scale of the outdoor exhibit - which acts like a walking safari among incredible wildlife.

Post-Pandemic Push

During the pandemic, we reinvented engagement by connecting people with wildlife through Virtual Wild Encounters and facilitating interactive digital experiences with zookeepers for families.