Behind the beat: how New York producer K. Sparks created Envato’s new sonic branding

In the world of music and sound design, K. Sparks is a creative powerhouse. This New York-based musician and producer boasts a career brimming with high-profile collaborations, from working with The Temptations on their 60th Anniversary Album to teaming up with Kid Cudi. His career is as varied as it is impressive.

So, when it came to shaping Envato’s new sonic branding, K. Sparks struck just the right chord! We caught up with K. Sparks to chat about his stellar career, the creative process behind Envato’s new sound, and the inspiration that fueled it all.

As a professional musician, producer, and ghostwriter, K. Sparks has been instrumental in over 1,000 songs, released seven studio albums, and worked with big names like Netflix, Hulu, Calvin Klein, and Ralph Lauren. His collaboration with popular Envato author SyncHits further highlights his knack for crafting music that resonates across platforms.

Beyond his commercial success, K. Sparks is always digging deeper artistically. His upcoming eighth album, Family Affairs, is a deeply personal project with a more vulnerable edge.  “Family Affairs ” is one of the top three albums I’ve created due to its personal content. I discuss many things, such as my wins and losses,” explains K. Sparks.

K. Sparks’ rich experience, innovative approach, and diverse musical portfolio made him the perfect pick to create Envato’s new sonic branding—a sound that captures the brand’s very essence.

“In an increasingly cluttered media landscape, sonic branding is becoming a key differentiator for brands,” says Envato’s Creative Director, Luke Hawkins. “To add dynamism and energy to our brand, we partnered with Envato author and NYC-based composer K. Sparks to create Envato’s first-ever mnemonic logo.

“With his extensive experience and positive energy, K. Sparks was the perfect choice to create our sonic branding. The final result is as impressive as it is unexpected and perfectly complements the revamped Envato brand.”

Crafting Envato’s mnemonic logo was more than just creating a sound; it was about crafting a call to action for creatives everywhere to be bold, daring, and unique. When the opportunity landed in K. Sparks’ inbox, he was all in.

“It felt great to collaborate with Envato because their brand and my brand both focus on being authentic, expressive, and creatively bold,” he shares. “This is the first mnemonic logo I’ve ever designed. It was a unique musical and visual experience.”

The project kicked off with virtual brainstorming sessions between K. Sparks and Envato’s Creative team. “We started by throwing around ideas and discussing the creative vision in detail. Once the vision was clear, I held virtual sessions with my team to bring it to life.”

Working with producers like Jim Hustwit, Duddy Brown, Josh Collopy, Brad Couture, and Fabrice Grassin, K. Sparks blended digital recordings, electronic instruments, and various vocal takes using tools like Logic Pro to create Envato’s sound.

“We wanted to inspire creative professionals to be their best and make their mark on the world in a unique way,” he says. “Throughout the process, I focused on maintaining a tone that’s human, authentic, optimistic, passionate, and dynamic.”

The final mnemonic logo is a masterpiece featuring an impressive 120 layers of audio, including a “woo” from K. Sparks, a basketball swoosh, a popping balloon, a match strike, a tennis serve, chalkboard writing, a sneaker screech, a car driving by, and a sudden intake of breath—just to name a few!

Despite the impressive outcome, creating Envato’s sonic branding came with its challenges. “The biggest hurdle was thinking outside the box to create something unique,” says K. Sparks. “A few initial sonic sketches were great but not bold enough. We had to push boundaries.”

His advice for creating a standout mnemonic logo? “Draw outside the lines. Sometimes, playing it safe can work against you. Being bold and different plays a crucial part in creativity.”

To dive deeper into K. Sparks’ work, check out his industry insights in our deep dive into TikTok’s impact on the music industry.