SPECTR
SPECTR is a fictional brand developed as a conceptual exploration of visual identity and art direction. Studio Keaz defined a strong and coherent creative universe, building a distinctive graphic language and a controlled visual system. The project aimed to establish clear foundations for the brand’s identity through a minimalist yet impactful approach.
Art Direction & Branding :
The work focused on shaping the brand’s overall art direction:
- Graphic Identity & Logo : use of a strong typography, designed as a compact, immediately recognizable visual block. Typography plays a central role and becomes a key graphic element of the system.
- Visual System : development of a structured language based on contrast, hierarchy, and repetition. The identity relies on strong compositions and a limited set of visual rules to ensure consistency and flexibility across all media.
- Colors & Typography : use of Acumin Variable Concept Bold, paired with a reduced palette centered on black (#000000) and acid green (#BBFF00), creating a clear and contemporary visual signature.
Visual Applications :
Several visual variations were developed to demonstrate the identity’s coherence and flexibility:
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A concept label exploring typographic hierarchy, contrast, and color usage.
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Two distinct posters, each available in light and dark versions, for a total of four posters fully respecting the defined art direction.
These applications show the system’s ability to adapt while remaining true to the brand’s visual identity.
Creative Approach :
SPECTR’s visual identity focuses on essentials. Every graphic element is designed for clarity, impact, and recognition, avoiding unnecessary clutter. The project explores the balance between restraint and expression, allowing the brand to exist through typography, contrast, and rhythm rather than complex imagery or storytelling.
Project Status :
SPECTR is a fictional branding project, developed to explore visual identity systems and art direction in a controlled conceptual framework. For Studio Keaz , the project represents an opportunity to push graphic experimentation while maintaining a rigorous and coherent design methodology.