#USA #New York #Big Spaceship #SPCSHP #Steve Street

Big Spaceship Restores Original Brand Identity

Big Spaceship, a prominent creative agency, is returning to its original name after a stint under the abbreviated version SPCSHP. This decision signals a re-commitment to global clarity and recognizes the substantial brand equity the agency has developed over 25 years.

According to Taryn Crouthers, the CEO of Big Spaceship, this move aligns with the agency's expanded capabilities within MSQ's international creative network. Crouthers emphasized the significance of clarity, recognition, and accessibility as essential elements for the agency's future.

Founded in the year 2000 by Michael Lebowitz, Big Spaceship has built a reputation for creativity and innovation at the crossroads of strategy, technology, and artistry. The return to the original branding not only clarifies the agency's external identity but also aligns with its internal operational realities and global aspirations.

Strategic Evolution and Technological Integration

The decision to revamp branding comes on the heels of a strategic review that assessed the agency's positioning within various ecosystems of clients, partners, and talent on a global scale. With the growth of its international footprint and collaborations, the importance of a recognizable and pronounceable brand name is more apparent than ever. This is crucial for consistency, enhancing market presence, and supporting sustainable growth.

Big Spaceship and MSQ have also introduced a suite of innovative, AI-enabled offerings aimed at modernizing how brands transition from insight to execution. This includes a tech-enabled creative operating system that integrates seamlessly with client marketing strategies, data analytics, and production efforts.

At the core of this system, a “creative spine” functions as a continuous learning framework that consistently incorporates cultural signals, audience behavior, and campaign performance metrics, effectively adapting its strategies in real time across varying channels and markets.

Additionally, the agency's “Explore Pods” promote short-term, cross-functional collaborations among strategy, creative, production, and technology teams to effectively tackle specific business challenges. This forward-thinking approach enables quicker response times and fosters operational efficiency while maintaining a commitment to the quality and consistency of the brand.

Leadership Changes

Concurrently with the rebranding, Big Spaceship announced the appointment of Steve Street as the new Chief Creative Officer. Having been part of the agency since 2016 and previously serving as Senior Vice President and Executive Creative Director, Street has spearheaded several of the agency's grander initiatives and platform-based branding programs.

Street described the agency as one that is fostering a creative ecosystem designed to accelerate idea production beyond traditional agency constructs. He believes this transformation opens up new ways for brands to communicate, innovate, and connect with audiences amidst the rapidly changing cultural and technological landscapes.

The agency also operates two unique cultural intelligence platforms tailored to enhance strategic decision-making. The first, Internet Brunch, is a daily newsletter enjoyed by over 10,000 marketing and branding professionals that tracks emerging trends and shifts in digital culture. The second, Reveal, is a generational insights platform aiding partners in recognizing evolving behaviors, values, and media consumption trends before they hit mainstream consciousness.

Innovative Transparency with Brand Announcement

To unveil the name change, Big Spaceship employed a refreshingly candid and self-reflective press release, exploring how straightforward communication might impact brand perception within the creative and marketing communities. Moving away from traditional corporate rhetoric, the announcement adopted an earnest and straightforward narrative acknowledging the rationale behind the abbreviated SPCSHP name as well as public reception.

This transparent approach has been framed as an extensive communication experiment, further solidifying the agency's commitment to clarity and responsiveness in the creative sector. By using its own brand as a live case study, Big Spaceship demonstrates the very same strategic and creative thinking it applies to its client brands—resulting in a community-driven positive sentiment and an impressive two million impressions throughout its communication channels.

The revamped brand platform and website are officially operational today at BigSpaceship.com.

About Big Spaceship

Big Spaceship is a forward-thinking creative agency committed to exploration and innovation. The agency collaborates with brands to create integrated work and authentic storytelling at scale, supported by a tech-enhanced operating framework that fuses strategy, creativity, production, and technology. Operating as part of MSQ’s global network, Big Spaceship proudly partners with clients like Chase, Allergan, EWS/Paze, and Dropbox.