BRAND IDENTITY + DIGITAL ADS | 2020-21
SPARK is a transformational digital solution for business lending in your community. Fearless in their pursuit to rise above industry standards, SPARK is uncompromising in advancing economic equality, purposeful
business practices, and mission-driven lending.
Working directly with the group creative director, strategy and data leads, I was responsible for crafting a visual identity system that is welcoming, optimistic, and people-first while embracing their futuristic vision of technology and heart. I also contributed to building out marketing collateral pieces and creating paid social campaigns.
Creative Director: Jen Dorman
Anthemn Video: The Blocks
Strategy: Jan Proesmans, Daria Modrzanska
We initially explored two visual identity lanes. The first one celebrates that moment of ignition, centering an explosion that can be dialed up or down. For the second direction, I pulled inspiration from dragon fractal curves to explore a metamorphic transformative moments. SPARK chose to explore the first visual lane -- an identity rooted in the idea that fire is a transformative element, which is essential to their ideology about lending.