Sparkle User Experience Research is company based in Wellington, New Zealand, owned and run by Sarah Pennell. Sarah works alongside design and development teams to help them identify key research questions, analysing research results to help streamline their design process.
Sarah came to me with the company name and wanted me to design an identity that was clean and professional but also hinted at her outgoing, "barrel of fun" personality.
My process begins with filling my sketchbook with ideas until I feel like I've got something worth developing further in Illustrator. I was immediately drawn to the word "sparkle" and how I could visualise the importance of the work Sarah does, finding a "diamond in the rough", or distilling the research information down to the essential things a company should, or shouldn't be focusing on.
I created an identity that would work in the UX design industry context, something that is clean, easy to read and professional, but also has a hint of Sarah's approachable personality. The idea of the sparkle represents the way that Sarah injects life into any conversation and has a contagious sense of positivity that always shines through - a star-like quality. The bold style of the logo represents her "I don't use three words when one will do" attitude and was applied to her website, business cards, t-shirts and other branded material.