TechSPARK UK is a not-for-profit digital and technology network dedicated to connecting, educating and strengthening the digi-tech cluster in the West.

They work with tech and digital businesses from Startups to Scaleups, SME’s to Global Corporations based in the region to help them to grow, using their connections and knowledge.

TechSPARK UK Engaging with over 35,000 people monthly highlighting the best in tech in the West and bringing people together at regular events.

As the largest digital and technology network outside of London, TechSPARK play a pivotal role in connecting the cluster and boosting its economic profile to founders, investors and technology talent across the UK

Having been established for 9 years, their brand needed a refresh to appeal to its growing audience.

TechSPARK UK approached HdE AGENCY in 2019, the objective was to reimagine their brand identity, giving them a modern and fresh look that appealed to the technology industry.

The brand needed to deliver three key elements:

– Firstly, an unambiguous identity signalling the brand change and helping its members to develop and grow in the region.

– Secondly, it needed to create a sense of newness and difference from its competitors.

– Thirdly, it had to present credible benefits to its audience and prospects.

So the emphasis was put on the forward-facing objectives (regional growth opportunities) behind the rebrand as well as the local re-positioning and differentiation opportunities, and to position the change of brand identity as fundamental to those objectives: a herald of the new brand promise and a demonstration of the brand’s commitment to growth and community impact.

We started the project with brand research, compiling mood boards of international technology brands and market leaders to encourage discussion before the concept stage.

From interviews with technology stakeholders and our steer-co feedback, we then began concepting visual identities for the new logo, focusing our designs on complementing the well-known and long established TechSPARK brand colours.

Our approach during the design phase was to craft a fully functional, yet simplistic brand that caters to each of its user personas, while also remaining engaging and transferable across digital, print and POS.

From our focus group work with community members and analysis it was clear that the strength of TechSPARK UK was in its purpose; supporting and connecting its members to strengthen the regional economy.

The new simple and fresh brand conveyed this, an accessible and friendly identity, but balanced with authority and credibility as the UK’s largest technology network outside of London.

TechSPARK UK today, is a brand positioned as a leader in the digital and technology economy.

Its new identity is a positive affirmation of its core values and strengths.

Since the brand repositioning TechSPARK UK has broken all commercial records and has also attracted international brands to finance regional and national expansion.

TechSPARK UK is today a highly successful and rapidly scaling brand stretching across the West & Wales.