SPARCK
Consulting, branding, logo design, creative direction, graphic design, collaboration, project management
SPARCK, a leading global design and innovation consultancy that was part of BJSS (now CGI), was formed in 2016. In 2024, I was asked to consult on a rebrand of SPARCK by its leadership team.
They felt that the recent BJSS rebrand had outdated the SPARCK brand, and that BJSS could no longer get SPARCK in front of the customer-facing parts of businesses that they wanted to step into. A challenge was convincing the board of directors that a rebrand was worth the investment and securing their buy-in.
I led several sessions around the SPARCK brand and its aspirations, carried out research and analysis, and explored creative territories and potential routes.
We were to launch a new website to coincide with the rebrand, so I created an initial concept showing how it could look if it was aligned to the BJSS brand. I retained the asterisk from the existing SPARCK logo and used a colour from the existing SPARCK palette.
After that I began to explore potential colour options. Eventually we chose the purple from the BJSS brand for the ’SPARCK colour’ to avoid adding an additional colour to the combined BJSS and SPARCK palette.
In parallel to this, I developed the new SPARCK logo. We kept the asterisk, used the BJSS font Poppins, and added ’by BJSS’ to it, to enable people to more easily make the connection between BJSS and SPARCK.
I used Adobe Firefly to generate imagery that captured the balance of SPARCK’s human-centred, creative and daring personality. The group responded positively to this, but after thoughtful discussion, we agreed on a more flexible approach – to enable the SPARCK content team to create their own imagery with ease.
I developed an alternative style: drawing inspiration from BJSS, I created icons with a similar structure, complemented by hand drawn elements, to give the visuals a human, approachable, and dynamic feel.
I worked closely alongside a UX designer as they created wireframes for the new SPARCK website in Figma. I provided creative direction and supplied assets as and when they were ready, and the UX designer amended styling as the rebrand unfolded.
In December 2024, the group was delighted with where the brand and website were at, and we started discussing a plan for the rollout and go-live. However, in 2025, we had news that BJSS and SPARCK were to be acquired by CGI, and the project was terminated.