Branding SPX from the Inside Out

The Challenge

Despite operating across multiple product lines and technologies, SPX wanted to communicate a unified brand identity. The goal was to design office graphics that not only told their story but also celebrated the people and principles behind their success, creating a space that felt purposeful for employees and conveyed innovation and integrity to visitors.

The Solution

BRK collaborated with SPX to develop an integrated messaging and design strategy that met the needs of both internal and external audiences while reflecting the company’s core values: integrity, accountability, excellence, teamwork and results.

Environmental graphics were used to create a series of immersive, story-driven installations throughout the office. The product lobby featured displays that highlighted engineering ingenuity, while the employee hallway visually reinforced SPX’s cultural pillars. The breakroom offered a more relaxed space that still reflected the company’s identity.

In addition to communicating values, the design emphasized inclusivity and belonging, a core component of SPX’s culture. Wall graphics and messaging underscored the idea that everyone is welcome and treated the same, reinforcing a workplace environment grounded in respect, diversity and unity.

A key feature of the project was the development of custom product podiums in the office entrance. These served as both educational and aesthetic elements, spotlighting SPX’s engineering excellence and constant drive to innovate, often in ways no one has done before. This bold, future-forward spirit was echoed in visual storytelling throughout the space.

To support brand cohesion beyond the office, BRK also refined SPX’s tagline and messaging to ensure consistency across future campaigns, strengthening clarity, emotional resonance and alignment with the “ONE SPX” vision.

The Results

• A more engaging, values-driven workspace for employees
• A visitor experience that reinforces SPX’s innovation, credibility and culture
• Unified messaging supporting the vision of SPX as a single, cohesive brand
• A scalable visual brand language adaptable to other SPX environments

Through thoughtful design and strategic messaging, BRK helped SPX transform their office into an experiential brand environment—one that connects people to purpose and demonstrates the real-world impact of their work.