Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Spectra+offersonesubscriptiontoreadpremiumnews,anywhereonline
Spectra+offersonesubscriptiontoreadpremiumnews,anywhereonline
Spectra+offersonesubscriptiontoreadpremiumnews,anywhereonline
Spectra+offersonesubscriptiontoreadpremiumnews,anywhereonline
Co-founder, COO (Strategy & Brand)
2022
Brand identity
Brand identity
Research & positioning
Research & positioning
Product UX/UI
Product UX/UI
Communication strategy
Communication strategy
Brand identity
Brand identity
Research & positioning
Research & positioning
Product UX/UI
Product UX/UI
Communication strategy
Communication strategy
Spectra+
My role
Co-founder and COO leading brand, communications, market research, and UX/UI strategy
Industry
News media, subscription app
Timeframe
2022
62
publisher interviews
Validated market interest and publisher challenges
62
publisher interviews
Validated market interest and publisher challenges
62
publisher interviews
Validated market interest and publisher challenges
62
publisher interviews
Validated market interest and publisher challenges
54
reader interviews
Confirmed demand for single subscription across paywalls
54
reader interviews
Confirmed demand for single subscription across paywalls
54
reader interviews
Confirmed demand for single subscription across paywalls
54
reader interviews
Confirmed demand for single subscription across paywalls
15
publishers interested
Early-stage sales validation
15
publishers interested
Early-stage sales validation
15
publishers interested
Early-stage sales validation
15
publishers interested
Early-stage sales validation
About
Spectra+ offers readers one subscription to access premium news across the web. For publishers, it breaks the 'one-subscription' silo and expands their paying audience.
About
Spectra+ offers readers one subscription to access premium news across the web. For publishers, it breaks the 'one-subscription' silo and expands their paying audience.
About
Spectra+ offers readers one subscription to access premium news across the web. For publishers, it breaks the 'one-subscription' silo and expands their paying audience.
About
Spectra+ offers readers one subscription to access premium news across the web. For publishers, it breaks the 'one-subscription' silo and expands their paying audience.
Challenge & constraints
We deliberately avoided traditional VC funding to keep incentives aligned, which meant minimal brand awareness, no marketing budget, and limited runway to validate the opportunity.
To secure calls with global publishers, we needed a crisp message and instant credibility. One publisher set the bar clearly: "It needs to feel as slick as Netflix, Spotify, and PayPal."
Challenge & constraints
We deliberately avoided traditional VC funding to keep incentives aligned, which meant minimal brand awareness, no marketing budget, and limited runway to validate the opportunity.
To secure calls with global publishers, we needed a crisp message and instant credibility. One publisher set the bar clearly: "It needs to feel as slick as Netflix, Spotify, and PayPal."
Challenge & constraints
We deliberately avoided traditional VC funding to keep incentives aligned, which meant minimal brand awareness, no marketing budget, and limited runway to validate the opportunity.
To secure calls with global publishers, we needed a crisp message and instant credibility. One publisher set the bar clearly: "It needs to feel as slick as Netflix, Spotify, and PayPal."
Challenge & constraints
We deliberately avoided traditional VC funding to keep incentives aligned, which meant minimal brand awareness, no marketing budget, and limited runway to validate the opportunity.
To secure calls with global publishers, we needed a crisp message and instant credibility. One publisher set the bar clearly: "It needs to feel as slick as Netflix, Spotify, and PayPal."
Approach
I led brand, communications, market research, and UX/UI to build credibility, align publisher and reader needs, and validate demand.
We conducted 62 publisher and 54 reader interviews, built a pre-launch website and an MVP app, and refined the brand identity and pitch deck to support early-stage market testing.
Approach
I led brand, communications, market research, and UX/UI to build credibility, align publisher and reader needs, and validate demand.
We conducted 62 publisher and 54 reader interviews, built a pre-launch website and an MVP app, and refined the brand identity and pitch deck to support early-stage market testing.
Approach
I led brand, communications, market research, and UX/UI to build credibility, align publisher and reader needs, and validate demand.
We conducted 62 publisher and 54 reader interviews, built a pre-launch website and an MVP app, and refined the brand identity and pitch deck to support early-stage market testing.
Approach
I led brand, communications, market research, and UX/UI to build credibility, align publisher and reader needs, and validate demand.
We conducted 62 publisher and 54 reader interviews, built a pre-launch website and an MVP app, and refined the brand identity and pitch deck to support early-stage market testing.
Spectra's mission: Empower a sustainable and resilient economic model for news media
Spectra's mission: Empower a sustainable and resilient economic model for news media
Spectra's mission: Empower a sustainable and resilient economic model for news media
Spectra's mission: Empower a sustainable and resilient economic model for news media
Market research & positioning
We mapped the subscription landscape through competitive analysis and targeted interviews. Our core value proposition became clear: one subscription for readers; larger paying audiences for publishers.
Market research & positioning
We mapped the subscription landscape through competitive analysis and targeted interviews. Our core value proposition became clear: one subscription for readers; larger paying audiences for publishers.
Market research & positioning
We mapped the subscription landscape through competitive analysis and targeted interviews. Our core value proposition became clear: one subscription for readers; larger paying audiences for publishers.
Market research & positioning
We mapped the subscription landscape through competitive analysis and targeted interviews. Our core value proposition became clear: one subscription for readers; larger paying audiences for publishers.
Competitive landscape (2022): where Spectra+ sits and why
Competitive landscape (2022): where Spectra+ sits and why
Competitive landscape (2022): where Spectra+ sits and why
Competitive landscape (2022): where Spectra+ sits and why
Strategic pillars
Illustrative split: over 1.5x increase in publisher revenue potential per basic subscription compared to Apple News+
Strategic pillars
Illustrative split: over 1.5x increase in publisher revenue potential per basic subscription compared to Apple News+
Strategic pillars
Illustrative split: over 1.5x increase in publisher revenue potential per basic subscription compared to Apple News+
Strategic pillars
Illustrative split: over 1.5x increase in publisher revenue potential per basic subscription compared to Apple News+
Brand identity
The identity needed to balance neutrality for diverse international publishers with a sleek, accessible feel for readers.
I translated Spectra's brand principles "pluralistic, clarifying, balanced" into a mark that expresses many sources as a single, coherent whole.
Brand identity
The identity needed to balance neutrality for diverse international publishers with a sleek, accessible feel for readers.
I translated Spectra's brand principles "pluralistic, clarifying, balanced" into a mark that expresses many sources as a single, coherent whole.
Brand identity
The identity needed to balance neutrality for diverse international publishers with a sleek, accessible feel for readers.
I translated Spectra's brand principles "pluralistic, clarifying, balanced" into a mark that expresses many sources as a single, coherent whole.
Brand identity
The identity needed to balance neutrality for diverse international publishers with a sleek, accessible feel for readers.
I translated Spectra's brand principles "pluralistic, clarifying, balanced" into a mark that expresses many sources as a single, coherent whole.
Logo lockup (mark, symbol, wordmark)
Logo lockup (mark, symbol, wordmark)
Logo lockup (mark, symbol, wordmark)
Logo lockup (mark, symbol, wordmark)
Symbol design process and system; dots scaled with the golden ratio
Lockup: proportional grid system
Symbol design process and system; dots scaled with the golden ratio
Lockup: proportional grid system
Symbol design process and system; dots scaled with the golden ratio
Lockup: proportional grid system
Symbol design process and system; dots scaled with the golden ratio
Lockup: proportional grid system
Logo ecosystem
Modern take on two classic fonts, bridging traditional news with today’s screen-first experience
Logo ecosystem
Modern take on two classic fonts, bridging traditional news with today’s screen-first experience
Logo ecosystem
Modern take on two classic fonts, bridging traditional news with today’s screen-first experience
Logo ecosystem
Modern take on two classic fonts, bridging traditional news with today’s screen-first experience
Pilot website
I designed a pre-launch website to showcase the model and capture early feedback. It centred on two simple funnels: pre-registration for readers and onboarding for publishers.
Pilot website
I designed a pre-launch website to showcase the model and capture early feedback. It centred on two simple funnels: pre-registration for readers and onboarding for publishers.
Pilot website
I designed a pre-launch website to showcase the model and capture early feedback. It centred on two simple funnels: pre-registration for readers and onboarding for publishers.
Pilot website
I designed a pre-launch website to showcase the model and capture early feedback. It centred on two simple funnels: pre-registration for readers and onboarding for publishers.
Pre-registration page impression
Pre-registration page impression
Pre-registration page impression
Pre-registration page impression
MVP app UX/UI
I designed the MVP to feel streamlined, predictable, and familiar: single sign-on across paywalls via QR, an ad-free article reader, and a clean, predictable interface.
MVP app UX/UI
I designed the MVP to feel streamlined, predictable, and familiar: single sign-on across paywalls via QR, an ad-free article reader, and a clean, predictable interface.
MVP app UX/UI
I designed the MVP to feel streamlined, predictable, and familiar: single sign-on across paywalls via QR, an ad-free article reader, and a clean, predictable interface.
MVP app UX/UI
I designed the MVP to feel streamlined, predictable, and familiar: single sign-on across paywalls via QR, an ad-free article reader, and a clean, predictable interface.
Product UX/UI impressions
Product UX/UI impressions
Product UX/UI impressions
Product UX/UI impressions
Paywall UI in browser
Article reader in app
Paywall UI in browser
Article reader in app
Paywall UI in browser
Article reader in app
Paywall UI in browser
Article reader in app
Early-stage validation
Spectra+ showed how brand, communications, and UX can open conversations with mature publishers under tight constraints.
We exceeded our validation goals: 62 publisher interviews (target 50) and 54 reader interviews confirmed strong interest in a single-subscription model. 15 publishers expressed adoption interest.
Early-stage validation
Spectra+ showed how brand, communications, and UX can open conversations with mature publishers under tight constraints.
We exceeded our validation goals: 62 publisher interviews (target 50) and 54 reader interviews confirmed strong interest in a single-subscription model. 15 publishers expressed adoption interest.
Early-stage validation
Spectra+ showed how brand, communications, and UX can open conversations with mature publishers under tight constraints.
We exceeded our validation goals: 62 publisher interviews (target 50) and 54 reader interviews confirmed strong interest in a single-subscription model. 15 publishers expressed adoption interest.
Early-stage validation
Spectra+ showed how brand, communications, and UX can open conversations with mature publishers under tight constraints.
We exceeded our validation goals: 62 publisher interviews (target 50) and 54 reader interviews confirmed strong interest in a single-subscription model. 15 publishers expressed adoption interest.
Reflection
Spectra+ sharpened my ability to identify, triage, and deliver only what matters. Bootstrapping meant there was no margin to misallocate resources or chase pixel-perfection; there was only scope for simple, minimal solutions that maximised value for effort.
It also underscored the need to clarify timelines early. Enterprise publishers move through procurement, legal, technical, and brand-safety checks before pilots can start. Ultimately, this process required more time than bootstrapping allowed.
Key takeaway: check critical assumptions early, especially partner onboarding timelines and trust requirements; align the resourcing and partnership strategy to fit them.
Reflection
Spectra+ sharpened my ability to identify, triage, and deliver only what matters. Bootstrapping meant there was no margin to misallocate resources or chase pixel-perfection; there was only scope for simple, minimal solutions that maximised value for effort.
It also underscored the need to clarify timelines early. Enterprise publishers move through procurement, legal, technical, and brand-safety checks before pilots can start. Ultimately, this process required more time than bootstrapping allowed.
Key takeaway: check critical assumptions early, especially partner onboarding timelines and trust requirements; align the resourcing and partnership strategy to fit them.
Reflection
Spectra+ sharpened my ability to identify, triage, and deliver only what matters. Bootstrapping meant there was no margin to misallocate resources or chase pixel-perfection; there was only scope for simple, minimal solutions that maximised value for effort.
It also underscored the need to clarify timelines early. Enterprise publishers move through procurement, legal, technical, and brand-safety checks before pilots can start. Ultimately, this process required more time than bootstrapping allowed.
Key takeaway: check critical assumptions early, especially partner onboarding timelines and trust requirements; align the resourcing and partnership strategy to fit them.
Reflection
Spectra+ sharpened my ability to identify, triage, and deliver only what matters. Bootstrapping meant there was no margin to misallocate resources or chase pixel-perfection; there was only scope for simple, minimal solutions that maximised value for effort.
It also underscored the need to clarify timelines early. Enterprise publishers move through procurement, legal, technical, and brand-safety checks before pilots can start. Ultimately, this process required more time than bootstrapping allowed.
Key takeaway: check critical assumptions early, especially partner onboarding timelines and trust requirements; align the resourcing and partnership strategy to fit them.
Concept image: Spectra+ branding applied in consumer advertising context
Concept image: Spectra+ branding applied in consumer advertising context
Concept image: Spectra+ branding applied in consumer advertising context
Concept image: Spectra+ branding applied in consumer advertising context
Bryce’s communications and design direction was instrumental to Spectra's go-to-market strategy.
—
Mike Harris
Spectra+ co-founder, CEO
Bryce’s communications and design direction was instrumental to Spectra's go-to-market strategy.
—
Mike Harris
Spectra+ co-founder, CEO
Bryce’s communications and design direction was instrumental to Spectra's go-to-market strategy.
—
Mike Harris
Spectra+ co-founder, CEO
Bryce’s communications and design direction was instrumental to Spectra's go-to-market strategy.
—
Mike Harris
Spectra+ co-founder, CEO
Team
Mike Harris
CTO, strategy
Tobias Steffen
Lead-gen & salesy
Team
Mike Harris
CTO, strategy
Tobias Steffen
Lead-gen & salesy
Team
Mike Harris
CTO, strategy
Tobias Steffen
Lead-gen & salesy
Team
Mike Harris
CTO, strategy
Tobias Steffen
Lead-gen & salesy
Director, Chief Editor
Director, Chief Editor
Director, Chief Editor
Director, Chief Editor
Brand identity
Brand identity
Brand identity
Brand identity
Content system
Content system
Content system
Content system
Editorial strategy
Editorial strategy
Editorial strategy
Editorial strategy
Unfold
Created a pocket-sized research magazine that helped secure industry talks and nurture high-value leads
View case study
Available now
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your project or
a potential role
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a potential role
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your project or a
potential role
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
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London
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Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem