Russell Cellular Case Study

Abstract ideas turned concrete.

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The Challenge

Russell Cellular had an abstract idea that they wanted made tangible.

They found inspiration for their business strategy from the legendary book Good to Great by James C. Collins, particularly his hedgehog concept: focus on “the one big thing” and become exceptional at it. They wanted to motivate their employees to embrace the empowering philosophy, but they needed something more than a metaphor.

They needed a tangible idea that could stick. 

So they approached their longtime partners, Spectrum Promo, with a question—could we help them turn the hedgehog idea into a brand mascot that embodies their culture and values?

The Solution

Our design team developed a custom mascot rendered in Russell Cellular’s brand colors.

We introduced the now-beloved Hedgie logo, but we didn’t stop there.

We wanted something that employees could interact with every day. A daily reminder for each store to focus on the one thing. 

Drawing inspiration from a custom trade show featuring ceramic pieces, we settled on a ceramic Hedgie-shaped cookie jar that we could regularly refill with goodies. We partnered with a manufacturer to produce the jars, filled them with branded cookies, and sent them to every Russell Cellular store. We kept extras in our warehouse to send out as new locations opened, ensuring every store got their Hedgie.

As Hedgie proved his staying power, we worked to improve the concept. The ceramic jars were beautiful, but they weren’t indestructible. So we found another manufacturer who could produce them in PVC—giving Hedgie the durability to match his popularity.

The Results

The Russell team fell in love with Hedgie.

Soon, he appeared on t-shirts, socks, and other swag, becoming a cultural icon within the company. We even created a Hedgie bobblehead! 

Fast forward a few years, Hedgie got a refresh and was officially named Herbie. To mirror Russell Cellular’s growth, they also introduced Herbie’s family: his wife, Hazel, and his children, Henry and Hadley. 

What started as a one-time project evolved into something much bigger. Hedgie—some nicknames you never outgrow—and his family evolved into more than merchandise. They became a tangible reminder of the Russell Cellular strategic philosophy, a symbol of their strong culture, and a beloved mascot that employees love to talk about.

Working with Spectrum has been nothing short of outstanding.”

Our Account Executive, Laura Huckaby, brings creativity, attention to detail, and an ability to bring ideas to life that makes every project a success. From the Hedgie container and goodies program to other custom initiatives, Spectrum consistently delivers high-quality products that engage our team and reflect our brand. Laura’s responsiveness and Spectrum’s commitment to service make them a trusted partner we know we can count on.”

Layton Alsup
Russell Cellular Vice President of Executive Support