The SPARK Center at Depaul University
Data Designed for Change
Firebelly partnered with DePaul University to develop the brand positioning and identity for their innovative SPARK Center — a new data-driven research and community innovation hub in Chicago's Loop. Our work centered on telling a compelling brand story that positioned The SPARK Center at Depaul University as both ambitious and accessible, blending their technical expertise with a deep commitment to community impact.
The brand strategy focused on communicating The SPARK Center at Depaul University’s unique role as a catalyst for positive change, where data visualization and research meet real community needs. Through careful development of voice, values, and visual guidelines, we helped shape The SPARK Center at Depaul University’s public presence as “smart, real people” who are “data-centric for the greater good” — establishing them as a bridge between DePaul’s academic excellence and Chicago’s community organizations working for social change.
Site Visit Research
The project began with a site visit tour as the space design and construction was getting underway. We viewed the space with an eye for signage and wayfinding opportunities while developing a sense of scale and flow for the space.
Identity
Launch Website
Branded Templates
Brand Guide
Our brand guide packaged The SPARK Center at Depaul University’s design system and brand strategy into clear, actionable guidance that called out the why and how varying levels of expression. The guidelines and design assets empower their design team to create effective marketing materials while maintaining a cohesive identity.
