The original working title was P2: The Power is Partnership. Early logo explorations for the event explored the concept as both P2 and P-squared, since both made sense from a collaboration standpoint. Complementary symbolism inspired by the WEX master brand was also integrated to add depth and tie the event logo back to the corporate style.
Ultimately, the name 'SPARK' was chosen as another business line had found success in branding their event series under the same title. The final logomark paired the title; typeset in WEX's singular brand typeface Myriad Pro, with two lines sparking off the edge of the 'k,' metaphorically symbolizing dialogue and growth.
The keynote event and first official Spark enclave was held in WEX’s hometown of Portland, Maine. Rich with culture and stunning summer scenes, Portland offered so many sources of inspiration for the event’s supporting visual palette. The iconic Portland Headlight lighthouse was chosen as the hero image, with some digital infrastructure added to the image to align the visual with WEX’s photography style, and tease there was something more to the event besides beautiful vistas.