SPARK Rebrand
& Website
Lead Designer Jen Ball
Following the 2019 acquisition of Elevator Up, Spark Business Works experienced significant growth by expanding its services, diversifying its client base, and evolving its internal culture. However, its original branding, which was masculine, passive, and black-and-white, no longer aligned with the company's new direction. Through a collaborative design workshop with leadership, we uncovered Spark’s future vision and translated it into a bold, hype, and innovative visual identity that better reflects who they are today.
Old SPARK Website
While SPARKS' previous website operated efficiently, it exuded a predominantly dark and masculine aesthetic, lacking Spark's vibrant and bold personality. The goal is to infuse a sense of fun and energy into the design to better align with SPARKS' new identity.
Company Interviews x
Affinity Mapping
We implemented stakeholder surveys to understand their perspectives on our company services, identify ideal target markets, uncover company pain points, and determine their vision for the future.
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​Additionally, we administered company-wide surveys to solicit employee insights on Spark's and Elevator Up's visual identity, tone, manner, and brand traits. We inquired about visions for the future and concerns about the brand refresh.
Branding Workshop:
Brand Trait Results
We facilitated a design workshop to learn about the ideal tone and voice of the brand for the new brand refresh. Key patterns in brand traits arose on what to avoid and what is desirable for the future state.
Less Masuline
Less Subtle
Less Formal
Less Passive
more bold
more hype
more approachable
more Personable
Three style tiles were created based on desired brand personality traits pulled from the design workshop.
Chosen
Direction
When designing the logos, we kept sub-brands in mind, creating a system that would lend itself the opportunity to expand to more sub-brands in the future.
Presenting the re-brand to the company. Walking through the entire process from start to finish to help provide a company-wide understanding of design thinking and strategy leading up to the final product.
New Design System
A design system was built to provide the team with design guidelines, ensuring consistency in brand visuals across all teams for easy reference and cohesive implementation.
Sub-Brand Prototype
A prototype was built for one of SPARK's sub-brands, SPARK Select, introducing a dashboard design for promoting our custom service.
Subsequently, the newly crafted SPARK branding was integrated across all sub-brands for a unified and cohesive visual identity.
Final prototypes created by the design team for SPARK's new site
Branding for Spark's Leveraging Tech event. Required to build in Google Docs.
