Branding | Art Direction | Design
Smartly's Global Creative Services team had evolved far beyond a traditional execution partner into a global group of strategists, designer, motion artists and creative technologists. As the team expanded, we needed an identity that better reflected both our culture and growing influence across the company.
I led the rebrand of the organization into SparkWorks, creating the name, visual identity, messaging and rollout strategy that unified the team under a modern and ownable brand. The launch included a company-wide presentation, internal communications and branded team merchandise.
The rebrand gave the team a clearer narrative and stronger internal visibility, helping reposition the organization as a strategic creative partner focused on innovation, systems thinking and scalable creative execution.
Process
Below is a collection of images that provide a snapshot into my process while developing the branding direction. I started with a broad brainstorm, casting a wide net to allow myself full exploration of any symbol or motif that came to mind. After a thorough dive, I collected my strongest explorations into a grid to compare and contrast their strengths, set them against against the Smartly logo and also present options for critique.
It was after this stage that I decided our team needed a new name that was refined, flexible and scalable at small and large formats. Once I landed on three separate options, I presented my work and decided on two firm directions to move forward with.
Within a two-month time span, I landed on the final result and finished out the project with a company wide presentation, the rollout of the new brand and also a couple pieces of fun merch for the members of my creative team.
