SOMO SPARK
Creative Director | Somo | Brand Re-Architecture, Identity Design
CHALLENGE
Somo had a brand identity called MO, Multi-form Organism, that no longer fitted the business. A mobile technology company working across product development, marketing, and technology incubation needed an identity that could do three things at once. Communicate clearly to people who had never heard of Somo. Flex across multiple service lines and partnership contexts. Project the credentials needed to attract clients and talent in a competitive market. MO was doing none of those things.
INSIGHT
Somo's entire world is the screen. Every product it builds, every service it delivers, every client relationship it serves lives inside a 16:9 canvas. The brand identity should not be designed for that canvas. It should be born from it. A mark that grows naturally from the 16:9 aspect ratio and expresses dynamic, directional change is not a graphic applied to the business. It is a graphic that IS the business.
SOLUTION
Working as Creative Director, we took the brand from MO to SPARK, building the mark from first principles. A 16:9 rectangle, the native screen canvas, sliced by a precise 30-degree arrow representing Somo as an agent of change. The intervention splits the form into two hemispheres, north and south, yin and yang, that resolve into a simple S. The mark is simultaneously a lightning spark, the letter S, and a shape derived entirely from Somo's own logic. Built to flex across partnership contexts, adapting to Audi, BP, Goldman Sachs, while remaining unmistakably Somo. Grounded in the design philosophy of Rand, Olins, and Bass. Purist, straight-talking, coherent at every scale. More than a decade on, SPARK remains Somo's active brand.
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