Spark Capital Branding
Spark Capital - Rebranding a financial advisory firm
Spark capital - a financial advisory firm based in india that offers investment banking, portfolio advisory, research-driven broking and asset management solutions to corporate, institutional and HNI clients.
Company Brief:
Founded and led by a group of well-networked finance professionals who share common values, Spark, over the last decade and a half, has seen additions to its senior management team primarily from long-timers who’ve evolved from within. This has led to the preservation and the perpetuation of shared values and cultural commonalities that Spark has prided itself on – an unwavering focus on transparency; intellectual honesty; and uncompromising integrity. Having deliberately focused on providing tailormade solutions for its corporate clients since inception, Spark Capital continues to be acknowledged by client-promoters for the innovativeness of its ideation and the cerebral energy it gets to the table. Along its journey, Spark Capital also expanded to deliver best-in class research and execution capabilities to Institutional Clients, ranking it among the top Equities houses in the country today.
What Client Wanted?
The spark client wanted strong brand recall with their branding and wanted to differentiate themselves from the competitors.
Mature
Playful
Literal
Classic
Youthful
Sophisticated
Abstract
Modern
The Challenge
The Biggest challenge for our team was to maintain the reputation the client already has in the marketplace.
Finding a design and branding that will appeal to people worldwide was also one of the biggest challenges faced by the creative team.
Our Goal
Spark Capital needs a re-branding that helps our customer to build the trust with their customers and to convey the message through their logo, colors, typography, images and stories.
The Vision
The spark vision is to be a financial services player with a comprehensive set of offerings.
Our Role
- Audience Research
- The vision
- Competitors Research
- Tone of voice
- Brand Archetypes
- Moodboard design
- Logo concept
- Shape Psychology
- Colour Psychology
- Font Psychology
- Visual Identity
Audience Research
At the centre of our every engagement is our client – we believe in forging long-term relationships with them. The spark clients are corporate firms, institutional and high net-worth clients. Spark has educated customers who run high-networth businesses and corporate firms. We dig into their lives, who they are, what they do, and what dreams they have, fears they have, what kind of expectations they have from the business services?
Competitors Research
In order to make spark compete with their competitors, we must have the knowledge of the competitive brands. As competitive research is the crucial part of any marketing plan. We conducted research for the same brands as a spark capital and gathered information about their histories and stories, Their targeted audience and what kind of customer they have and why do people buy their services.
Tone of voice
- Brave
- Bright
- Edgy
Brand Archetypes
A Hero ~ brand archetype
A Hero brand archetype promotes themselves as good quality and superior to their competitors. As a result, the marketing of a Hero brand will often use powerful images and strong colors to communicate this. An ordinary person navigating extraordinary circumstances.
Characteristics
- Physical, mental and emotional resilience.
- Persistence
- Courage
Moodboard
We Designed a moodboards to inspire ourselves throughout this process, Because we are just at the begining of the process of creation, It helps us to focus on the attributes, vision, identity and mood of the project that needs to communicate.
Logo Design
The SPARK CAPITAL logo is developed to come up with a solution for the SPARK firm.
Eventual Segment of graph showing how SPARK capital will help customers to get exponential growth after joining the firm.
We have combined the S letter with growth and developed the graphical icon for the spark firm.
Shape Psychology
We have used geometrical shapes to describe the stability. And we used edgy and sharp shapes to describe the feelings like,
- trust,
- masculinity,
- power.
Enhancing values
Colours
We have chosen blue as a main color for the SPARK firm. as the client wanted to represent trust through their branding.
Businesses that want to project an image of security and trust often utilise blue in their advertising and marketing efforts.
Blue color represents,
- Sincerity
- Inspiration
- Trust
- Security
Blue is described as a favourite colour by many people and is the colour most preferred by men is one of the reasons behind choosing blue colour for the brand.
Navy Blue
#03045E
Aqua
#00ffff
Aqua
#00ffff
Orange Red
#ff671f
Davys Gray
#595959
Typography
We have used Poppins fonts for the SPARK CAPITAL logo.
The reason behind using sans serif font is that the brand wanted to give a modern look to the brand with different approach. As Poppins have a very Modern and premium approach with their geometric typefaces.
One of the reason behind using poppins font was because of the edges and sharpness they have which describe the feeling of power and strength.
Poppins
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+=
H1
Poppins Medium
Size: 70px
Line Height: 108
H1
Poppins Medium
Size: 50px
Line Height: 78
H1
Poppins Medium
Size: 35px
Line Height: 56
H1
Poppins Medium
Size: 25px
Line Height: 41
H1
Poppins Medium
Size: 20px
Line Height: 34
H1
Poppins Medium
Size: 15px
Line Height: 26
