Carvana SPARK
SPARK is Carvana’s annual technology, engineering, and brand conference. Employees from all over the country gather together to learn more about industry innovations, celebrate and share current work, and take a peep into the future for what’s to come. Every year comes with a new theme, new visual identity, and exciting new things to share.
CLIENT
Carvana
TYPE
Branding + Experiential + Digital + Print
DESIGNERS
Mia Hopkins + Robert Diep
CONCEPTUALIZATION
The overarching theme for SPARK 2025 was “Future in Motion“. As we began our conceptualizations, we wanted to focus on concepts of innovation, seamlessness, acceleration, anticipation, and clarity. After gathering the necessary inspiration and constructing a visual mood board, we developed 2 distinct feeling design directions: “Flux & Flow” and “Next Stop: Future“.
DIRECTION 1
FLUX & FLOW
This direction combines elements of daring speed and calm clarity, resulting in a unique visual style that evokes a fearless future. Bold typography and brazen visual treatments mingle with a calm, dreamy color palette to reflect a full-speed ahead approach to ensure our customers have an effortless experience.
DIRECTION 2
NEXT STOP: FUTURE
DESIGNER
Robert Diep
KEY ATTRIBUTES
Airy + Kinetic + Daring + Vivid
KEY ATTRIBUTES
Optimistic + Inquisitive + Dynamic + Retrofuturistic
This direction fuses the forward-thinking idealism of our contemporary era with the iconic midcentury Atomic Age. Characterized by an optimistic outlook on technological innovation and explorative momentum, the Atomic Age’s vibrant perspectives on futurism is the perfect fit for Carvana’s brand.
DESIGNER
Mia Hopkins
FINAL VISUAL IDENTITY
Ultimately we moved forward with an evolved version of Direction 1. The kinetic and vivid attributes of the initial exploration remained true, now with the addition of chrome textures, glassy elements, and gradient waveforms to further emphasize Carvana’s vision for the future. The wide variety of colors and textures culminate into a vibrant and playful brand identity that feels tech-forward.
execution
The final application of our visual identity spanned across every touchpoint imaginable—experiential, print, digital, and social. SPARK 2025 saw thousands of attendees over the course of its 3-day run. From insightful panels to imaginative booths, the modular and systematic approach to our flexible design system proved instrumental in the success of the event. A surprise appearance from Shaquille O'Neal, one of Carvana’s hottest partnerships, topped off the excitement as the keynote speaker.
