Our goal was to find connections from the brand attributes in order to establish a
coherent visual style that would guide us through the process of translating the brand visually
Words such as compelling, imaginative, exciting and fun, appeared to relate to the immersive nature of the company and the experiential factor which is the key factor of Spectra’s performances.
Whereas words such as authentic, diverse, inclusive and welcoming suggested the openness related to the human element within the company as well as the equality, which is central in the company’s ethos.
This helped us to summarise Spectra’s brand attributes as Experiential Freedom, which enabled us to translate it visually with related imagery, colours and an overarching