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Brand Identity for Spoke
Spoke turns communication symbols into walking characters.
Previously Unavailable developed brand strategy and identity for Spoke, a communications platform serving regulated industries including finance, insurance and healthcare. The project merged two brands and established Talking Progress as the organising platform. Its visual direction draws on the optimism of mid-century corporate design, with references to Paul Rand and Saul Bass. High-contrast forms, hand-cut edges and expressive asymmetry give the system a sense of movement. Communication symbols become walking characters, turning the idea of progress into a family of simplified pictograms. Spoke also had these characters made as 3D models. A flexible speech-bubble graphic carries messages across scales, while split-screen-inspired photography shows both sides of a conversation. The identity was designed to express enterprise credibility with a more distinctive, human presence in a conservative category.
Insights
- Talking Progress gives the identity a single organising idea. Walking communication symbols translate that idea into characters with movement and personality.
- References to Paul Rand and Saul Bass bring high-contrast forms, hand-cut edges and asymmetry to an enterprise category. The studio uses mid-century corporate optimism as a reference for today’s technological change.
- A flexible speech bubble carries messages at different scales. Split-screen-inspired photography complements it by showing both participants in a conversation.
- The rebrand brought two brands together for a communications platform serving regulated industries. Its brief combined enterprise credibility with differentiation from established competitors.
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