SPARK EVENT GROUP

BRAND & EXPERIENCE DESIGN

Client

SPARK EVENT GROUP

Year / Agency

2026 / Direct Client

Role

Brand & Creative Lead

Type of Work

Creative Direction
Brand Strategy
Experience Design
UX/UI Design
Content Development

Spark Event Group engaged me to lead the creative development and rollout of a company-wide brand refresh. The project evolved Spark's existing positioning and values into a more contemporary, cohesive and future-focused brand platform, creating a stronger visual identity that better reflected the scale, professionalism and energy of the business. Designed to support growth, the refreshed brand was rolled out across digital, physical and event environments.

Scope
Brand Strategy · Creative Direction · Visual Identity Development ·
Website Design & UX/UI · Environmental Graphics · Workplace & Office · Branding · Large Format Signage · Event Collateral · Merchandise · Design · Content Development · Stakeholder Engagement

Outcome

The refreshed identity was implemented across every major brand touchpoint, creating a more consistent and engaging experience for clients, staff and event audiences alike. The rollout extended from digital platforms and marketing communications through to workplace environments, large-scale event applications and branded merchandise.

The feature walls were designed with meandering inset shadow gaps, connecting each wall throughout the exhibit, while purposely dividing and grouping artefact display cases, large-scale graphics, and stories.

Saveboard, a recycled material made from composite packaging waste provided texture and depth throughout the exhibit. In contrast, for large sections of the exterior, perforated aluminium formed clean lines and acted as a reflective canvas, complemeting the natural and spot lighting in the fan park, enriching the atmosphere with colour and ambiance.

Below is a snap shot of the design process and creative journey over several months, using the exhibition interior walls as an example, we collaborated with material suppliers, builders and a 3D render specialist along the way.

Elavations

The interior walls were split into different sections, to assist in story telling throughout the experience. Early stage 2D designs explored layout options, artefact grouping and the visual relationship between large scale graphics, display cases and the shadow gaps.

We evolved the concept of an energy wave - a flow of energy like the cadence of a football match. The energy wave took the form of a half tone graphic effect and was present through different elements of the exhibit including large scale graphics, digital touch screens, immersive film and a VR museum experience. FIFA merchandise also featured the graphic effect.