Redefining the Future of TV

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.

At FreeWheel, the technology arm of Comcast Advertising, our DNA is to constantly innovate our products when serving our customers. Through the Now You Can brand campaign, FreeWheel aimed to establish itself as the industry's most valuable TV advertising partner for buyers and sellers but to also to help and educate and remove the fear of technology. The company has transformed from being a well-known ad server for video publishers to an industry leader that powers the buying and selling of TV advertising in a leading marketplace. We're unifying the linear and digital worlds in ways no competitor can. The campaign's hook that drives this positioning home is Now You Can. This messaging speaks directly to the innovation, enablement, and control we provide to our clients across all media. The language was simple, repeatable, and shared a positive attitude. We featured rich and bold photography behind the wheel, which showcased consumers and media professionals. While ad technology competitors often use images of customers on devices in a cluttered environment, we focused on consumers enjoying watching media.