605

Challenge

605 is a new data analytics and audience measurement company founded with one mission: to make television measurement more impactful.

605 recognized that the established order and approach to data measurement is not delivering accurate or valuable results to brands. So, they aim to provide a deeper, broader and more exact analysis of data while delivering actionable insights to programmers, brand leaders and advertisers.

COLLINS developed and launched the 605 brand.

Solution

We worked with the 605 team to determine what made their company so unique.

Together we realized that their commitment to transparency was paramount — and unlike any other in the market. In partnering with them, we uncovered that this was not a team of media planners. Rather, 605 is made up of engineers, analysts, data scientists, media experts, experienced political operatives and marketing strategists. They are unyielding in their approach to measurement and planning as science, not art. They are committed to using first and third party data to identify smaller segments in local markets — guaranteeing specialized reach.

These foundational elements guided our vision for 605’s future. The identity we designed focuses on the company’s dedication to blunt transparency, honesty and discovery.

The utilitarian idea emphasizes that data is exact — it cannot be shaped, twisted or manipulated. The 605 headquarters and website were then created as an extension to our system.

Results

605 now has three offices across the United States, and established a strategic partnership with Charter Communications, the second largest cable provider in the nation.

Team

  • Thomas Wilder
  • Leo Porto
  • Thorbjorn Gudasson
  • Clay Kippen
  • Chris Retcho
  • Brian Collins
  • Fictive Kin
  • Mari Juliano Photography
  • Luke Guyer
  • New Projects
  • Thiel Architects
  • Par Hasard Mural Painters
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