Putting sparkle into the new Sparks

Sparks is the long-running loyalty card from M&S, and in 2020, underwent a complete overhaul. Moving away from its previous points-based proposition, it’s become an exciting new rewards scheme with benefits never before seen in a loyalty card, including surprise treats, a charity donation from M&S with every shop, plus the chance for one lucky customer every week to get their shopping for free!

To relaunch the scheme, M&S asked us to create a brand new ‘digital first’ visual identity to make it the ‘most exciting programme on the high street’, create a stir and make lapsed and new customers view it in a fresh new light.

From the starting point of a new strapline, ‘Good things happen every time you shop’ (because, with Sparks, they do!), we set all the language and terminology to ensure the new scheme was communicated consistently in just the right tone. We then designed an eye-catching new logo with a distinctive and dynamic ‘a’ which takes centre stage on the physical card and is used as an avatar in digital channels, as well as a suite of hand-drawn icons to help communicate each benefit of the proposition. The look and feel is complemented by a palette sympathetic to both the food and the clothing and home business units of M&S.

With the brand identity in place, we went on to write all the UX copy for the app and website, as well as design and write all collateral for the launch campaign, including press ads, in-store POS and emails.

The new scheme launched in July 2020 and is well on the way to helping M&S hit their acquisition figures with positive feedback that the new scheme is ‘fresh, modern and engaging’. Now that’s what we call a brand that sparkles!

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