SPARQ is a Los Angeles-based automotive technology company focused on intelligent vehicle diagnostics. For its presence at SEMA Las Vegas, GANGAN created a new visual language rooted in SPARQ’s automotive technology and racing culture. The system takes cues from the visual codes of motorsport—speed, performance and engineering—combining them with forms derived from SPARQ Diagnostics. A racing suit became the central expression of the identity, bringing together graphics, typography and color in a highly visible, mobile format. The visual language extends across merchandise, spatial applications and a mobile pop-up vehicle, creating a consistent presence across people, objects and environments. Designed for both physical and digital contexts, the system gives SPARQ a distinctive and recognizable presence at SEMA and beyond.