How to celebrate 30 years in business? For Overdrive, it needed to be something that expressed our attitude, that is beauty, function, humour and elbow grease. As a design studio, we've always had expertise in illustration, though we don't always have the luxury of expressing that skill. We've used the spark plug as our symbol for much of our thirty years – it's an object that resonates for us for its power to spark the proverbial engine. The spark plug also speaks to the nature of ubiquitous technology that is rapidly changing today. So we knew the project would involve spark plugs, illustration and needed to be gorgeous.