Spark by Hilton

Sparking joy and simplicity with Hilton’s first foray into the premium economy category.

The work

In late 2022, Hilton announced the arrival of its 19th brand: Spark by Hilton. The ambitious brand was created to cater to value-seeking guests in the United States and United Kingdom, while staking a claim in an entirely new lodging category: premium economy. Based on the success of our previous partnership on their Tempo lifestyle brand, Hilton challenged us to develop the brand identity for Spark. Through exhaustive design exploration, consumer testing across two continents and photo and video shoot production, we built a brand that delivers an elevated experience at an attainable price, and can compete with both midscale and economy hotel brands.

Our roles

Brand Identity
Creative Campaign
Category Creation
Creative Production

The custom furniture inside Spark by Hilton rooms

A close-up of details inside a Spark by Hilton room

The Opportunity

Give value-conscious guests a hotel stay to write home about.

Economy hotels represent nearly half of the overall market, but they often feel overly basic or traditional, with amenities that don’t quite meet the needs of modern travelers. Hilton wanted Spark, as the first in the premium economy category—and the biggest launch in its 100-year history—to elevate and modernize the essentials that matter most without veering too upscale. They were particularly interested in converting “value maximizers,” a down-to-earth guest segment that seeks simplicity, cleanliness, comfort and reliability. And since Spark’s branding would exclusively be applied to renovated existing properties, our design system had to be modular enough to execute against in different hotel footprints.

Our Approach

Modernize and elevate the essentials that matter most.

Hilton already had identified some key brand elements, including the Spark name, interior design style and flagship color of purple. Through our own exploration, as well as testing design concepts and the brand name with 400 consumers in the U.S. and U.K., it became clear that Spark is about simple, elevated touches. We got to work fleshing out the brand, walking a fine line between well designed and fancy. We opted for subtle plays on Spark’s cheerful personality: a minimalist logo, rounded letterform edges, friendly iconography and a versatile brand pattern based on a “spark” icon. We narrowed in on an uplifting, vibrant color palette that would set Spark apart, anchored by white and violet and complemented by slate, lavender and lime.

A purple Spark by Hilton employee uniform

We brought the design system together in a brand toolkit to guide Hilton and its vendors through the launch campaign and beyond, covering everything from brand voice to photography, color, typography and logo usage. We wasted no time putting the new guidelines into practice, heading to Baltimore to produce a photo and video shoot that showcased a Spark property and its upgraded amenities like modernized decor, updated work spaces, gathering areas and better breakfast options. The result was an extensive library of assets that would show Spark—and its new branding—in the best light possible.

White-tiled shower with a white spark pattern on the clear shower door and several shower products on a shelf.

Woodgrain hotel room door, with a white branded doorknob hanger reading “Not quite yet, please,” featuring a colorful spark pattern.

“There’s an economy to our brand identity system that comes through in the minimalist logo, color palette, simple elements, colors and modern typeface. The actual architecture of the identity system really matches the brand.”

Brad Surcey, Designer and Partner at Zeus Jones

The Outcome

A launch that leans on the little things.

With so much visibility and anticipation within the company during this project, our existing relationship and familiarity with the Hilton brand and portfolio helped us understand what our clients wanted to accomplish with Spark and how to help them get buy-in and build excitement internally. As Spark’s initial launch drew nearer, Hilton’s internal teams and vendors were set up to do their best work thanks to the flexible and thorough, yet uncomplicated, design system and brand guidelines. Touches such as iconography, typography, color, and pattern all worked together to reinforce Spark’s personality and its commitment to making every guest feel welcomed and valued.

A Spark by Hilton promotional book next to a clear purple branded case

The first Spark by Hilton opened in Mystic, Connecticut in September 2023, with approximately 2,000 properties to follow in the coming years across the U.S. and U.K. Thanks in part to Spark’s successful redefinition of the economy category, Hilton was named one of the most innovative travel and hospitality companies of 2024 by Fast Company.