Brand transformation helps put the Sparq back into Live Event Production


The technical production event specialist formerly known as Saville AV has unveiled its exciting new brand identity, Sparq. The transformation encompasses a new dynamic name, fresh visual identity and responsive website.

The creation of Sparq is part of a wider investment strategy to futureproof the business and ensure it continues to effectively evolve its technical event production service offering for clients in the UK, Europe and the US. Sparq has been launched alongside Visavvi, the company’s new AV Systems’ identity, and both brands will sit under parent organisation, Saville Group.

Sparq has been created from extensive research into the market and through significant feedback from its clients and team. It aspires to reflect the exciting company it has come to represent today. The energised new brand identity aims to convey its mission to deliver extraordinary events, and guarantee it remains a recognised and trusted event production partner for agencies and corporates in the years to come.

Colin Nixey, Joint MD of Saville Group, explained: “Saville has been a familiar face in the live events industry for over 40 years, however, we recognised it was time for a change in the way we present ourselves. Live events is one of the most progressive industries out there, and this is what fuelledour desire to develop the brand. Our new identity will not only bring us in line with the changing market but also help us better express our creativity in everything we do.”


The brand transformation follows a period of exceptional growth for the technical production specialist which was the catalyst for a significant investment in new kit and the expansion of its highly skilled team which included a series of senior level appointments.

Rachel Waterfield, Head of Sales & Marketing added “Sparq is the latest chapter in our illustrious history, and the result of many months of listening to the market, our clients and our people here on the ground. Our ethos is Extraordinary. Delivered and that really will be the driving force behind every event we create. This is an incredibly exciting time for us, and Sparq will lay the foundations to ensure we can firmly establish ourselves as the industry’s leading live event production specialist in the years to come.”

Saville has already established itself as a leading technical production specialist and counts someof the best-known agencies and global brands amongst its clients. In addition to the brand transformation, Sparq will also hone its offering, with a strong focus on development of its 360 technical event production service and its dedicated in-house kit hire provision.

For more information about Sparq, please visit or call 0370 606 1100.

Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.