In 2019, Comcast Spotlight evolved from traditional spot-cable delivery into Effectv, a data-driven, multiscreen advertising platform focused on attribution and performance.

A comprehensive brand guide anchored the rebrand and every subsequent assignment. The new identity featured a modern lowercase wordmark, a connected “t” and “v” emphasizing TV, an open frame symbolizing innovation, and a color spectrum inspired by Comcast NBCUniversal and the NBC peacock.

More than a set of visual standards, the guide created a flexible, human-centered design system that helped scale the brand across audiences, channels, and touchpoints. It ensured every expression of Effectv remained cohesive, recognizable, and aligned with its mission as the company’s capabilities and reach expanded.