Spectrum was in the midst of an identity crisis—externally they identify as Spectrum, while internally, they show up as Charter. SWITCH was tasked with developing a value proposition and flexible identity system to resonate with both markets.

Through our research, we discovered Spectrum’s people care the most about two things: feeling connected to others and working in a dynamic, fast-paced environment. We channeled these key insights into a strong value proposition statement, paving the way for a bold, vibrant, and active brand identity system.

We flexed Spectrum’s “forward symbol” to create a network of triangular building blocks, representing connection and tech, and paired it with copy reinforcing how Spectrum connects its people to what matters most.