Client: Spectrum
Agency: SWITCH
Role: Lead Designer

What Is It?
Spectrum was facing an identity crisis—externally branded as Spectrum, but internally recognized as Charter. The goal was to develop a flexible identity system and value proposition that resonated with both markets. We uncovered key insights that Spectrum’s people valued connection and a dynamic environment, which informed the creation of a bold and vibrant brand identity.

What Did I Do?
As lead designer, I was responsible for the concept and execution of the identity system. I designed a network of triangular building blocks, representing connection and technology, and paired it with copy that reinforced Spectrum’s mission to connect people to what matters most.

What Were the Results?
The new identity provided Spectrum with a unified brand that resonated with both internal and external audiences, aligning with their core values of connection and innovation.