Reigniting a loyalty scheme

Marks & Spencer launched their loyalty scheme in 2015. Instead of points that can be traded in, Sparks rewards customers’ loyalty with exclusive offers, invitations to special events and charity donations on their behalf.

After five years, M&S wanted to relaunch the scheme and increase customer engagement. With the agency Whippet, I developed the logo and initial brand identity.

The new Sparks identity and strapline
Sparks on the M&S App

Good things happen every time you shop

With new rewards including surprise treats and the chance to get your shopping for free, this is not just a strapline. The introduction of a vibrant green, bold typography with a distinctive ‘A’, and a new tone of voice all convey this excitement.

The new Sparks is digital-first and fully app-based. The crisp colours and curves of the identity are perfect for digital screens, working at any scale from video-wall graphics to an in-app avatar.

Press campaign to promote the relaunched scheme
Brand guidelines. Image by Whippet
Suite of icons