ClearVista Branding Initiative

I’ve been part of TV Specialists, Inc.’s branding journey since 1997, helping guide the company through three major rebranding phases that reflect its ongoing evolution and growth. Founded in 1953 as a family business repairing large television sets, TV Specialists expanded over the decades into professional video sales and integration.

After helping establish the company’s early web and brand presence, I left in 2005 to join Overstock.com, where I contributed to its 2008 O.co rebranding initiative and logo redesign, gaining valuable experience in large-scale brand transformation.

When I returned to TV Specialists, Inc. in 2017, I once again took part in reshaping the company’s identity and advocated for a simpler, cleaner logo to strengthen brand clairty. Prior to my return, the company had first tried to rebrand in 2013 as TVS Pro emphasizing design, sales, rentals, and installation. In 2016, I modernized the existing logo—a lens with a swoosh—to give it a cleaner, more contemporary feel as I continued to push for a simpler, cleaner brand. A 2021 rebrand simplified the logo and visual identity, modernizing the look and clarifying the message. However, persistent name confusion led to a final transformation in 2025, when the company adopted a new name—ClearVista—to fully move beyond its “TV” roots and embody clarity, innovation, and forward-thinking technology.

Across all three transitions, I’ve helped design and produce new logos, websites, signage, business cards, and marketing materials, ensuring each rebrand honored the company’s legacy while presenting a cohesive, modern identity.