The largest creative media company in the Southwestern United States desired a rebranding to celebrate it's twenty-fifth year. Kelly's concept for this new brand was 'the creative spark.' A mark was developed that could be extended to the four very different divisions at this corporation: educational programming, commercial production, corporate events, and original programming. The icon of the creative spark lends itself to deeper meaning for other creative executions in elements of fire: sparklers, camp fires, lighting bugs, fireworks, light filaments, a lit match, stage lighting and more. Each execution provides the separate divisions of the company a symbol to use in advertising themselves in their specific category while still honoring the larger brand logo.