Backbone × Post Malone
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Marketing
The Sinclair ZX Spectrum Next is a modern reimagining of the classic 8-bit home computer, created to carry the legacy of the original ZX Spectrum into the 21st century. Funded through multiple successful Kickstarter campaigns and developed by SpecNext Ltd, it maintains full compatibility with original software and hardware while adding enhanced graphics, sound, and expansion features. In addition to creating the packaging artwork, I developed the visual identity and marketing materials that positioned the ZX Spectrum Next as a compelling blend of retro authenticity and modern functionality.
Overview — The ZX Spectrum Next was designed for retro-computing fans and creative coders, preserving the feel of the original 1982 ZX Spectrum while adding meaningful modern updates. Built on FPGA technology, it accurately recreates the Z80-based hardware and introduces features like VGA/HDMI output, expanded color modes, and enhanced audio — all while remaining compatible with classic software and peripherals. The challenge was to craft a visual identity that communicated both respect for the iconic heritage of the Spectrum brand and the forward-looking enhancements that define the Next.
Design Approach — Bringing the ZX Spectrum brand into the present required a visual approach that felt modern yet firmly connected to its iconic legacy. CGI proved ideal, offering the precision and clarity needed to present the ZX Spectrum Next in a contemporary light. The clean, polished renders echoed the elegant industrial design conceived by original ZX Spectrum designer Rick Dickinson (1957–2018) and Phil Candy, highlighting the machine’s refined geometry and updated capabilities. The aim was to create visuals that felt premium and forward-looking while preserving the heritage that defines the Spectrum lineage, balancing nostalgia with innovation.
Visual Development — The visual development focused on presenting the device with a level of sophistication that matched its modern reinterpretation. Marketing visuals were created as sleek, contemporary pieces for an audience that has evolved, reinforcing the Next’s dual identity as a beloved classic refreshed for today. This extended to motion work as well, with an official trailer for the first Kickstarter campaign reaching 16.9K views on my YouTube channel and helping build early excitement. Together, the static renders, animation, and supporting visuals formed a cohesive system that elevated the ZX Spectrum Next beyond nostalgia.
Outcome — The result is cohesive and compelling marketing material that supports the ZX Spectrum Next’s unique position at the intersection of retro computing and modern design. The unified visual language — spanning the brand identity, official trailer, and high-resolution renders — helped present the ZX Spectrum Next not simply as a tribute to an iconic machine, but as a powerful, relevant platform in its own right. This consistency strengthened the product’s credibility and contributed to a highly engaged community response that fueled three successful Kickstarter campaigns between 2017 and 2025, allowing the brand to thrive in modern times while honoring its legacy.
Back in the day, more than five million ZX Spectrum units were sold worldwide, not including numerous third-party clones. It remains the most successful home computer in British history.
