This new brand system, expressed through updated visuals and refined messaging, is not simply a design refresh. It is the beginning of a broader business strategy that places customer experience and operational flexibility at the center of the value proposition. Spec’s leadership recognized that what sets them apart—ease of specification, responsive service, and smart customization—deserved a clearer articulation in the marketplace.

“We wanted to ensure prospective partners for our rebrand understood the project was not about reinvention, it was to reinforce the best aspects of Spec,” said Chris Benjamin, general manager and COO at Spec. “Peopledesign has helped us sharpen our focus, amplify our presence, and bring our messaging to life in a way that resonates with our audience. Their strategic and creative partnership is helping us align who we are with how we show up – boldly, cohesively, and with purpose, and the response has been very well received.”

The rebrand centers on four core values that emerged through the collaboration. Two of which, customization and fit, stand out as key differentiators for the brand.

Spec’s approach to manufacturing is unique in that modularity and customization are at the core of its process instead of an add-on. These attributes were developed to further emphasize Spec’s focus on customer needs. By accounting for modularity and customization on the front end of the process, the cost for the buyer is often reduced.