Seeing solutions
The thing that most excites the people at Spectrum about what they do is their ability to unlock the potential of visual content. These are people who are moved by all things visual and whose expertise lies in harnessing the power of technology to add intelligence to visual solutions. Inspired by this passion for ‘visual stuff’, REX used it as a starting point to build a brand and design a new visual identity for Spectrum, which is a long-standing client of the company’s.
The brand’s name already suggested a visual experience, but for a company that operates at the cutting edge of visual technology, the existing visual identity didn’t deliver on the promise of that experience. Working with Spectrum to unearth the essence of the company’s offering and what sets it apart, REX developed a new positioning statement.
Drawing on Spectrum’s list of essential characteristics – visual, sensory, advanced, intelligent and dynamic – REX sought a poetic expression that would reflect this essence. It needed to be something simple and accurate that would impart an aspirational quality to the brand at the same time.
‘Seeing solutions’ encompasses everything that Spectrum is about – its visual expertise and what it can offer the market. Importantly, it also touches on a higher order ideal and creates an emotional context for the viewer, and as a single statement transcends the nuts and bolts of what the company does and sends a powerful message about who it is. Such are the branding ingredients that open new doors of possibility for businesses.
