Dallas Market Center has long been a driver of B2B sales in North Texas. Now, under the leadership of new creative director Guillermo Tragant, a rebranding effort aims to lead the way in expanding the market’s reach to connect organizations across the world.

The cover of ‘Spark’ features Los Angeles designer Justina Blakeney. [Image: Dallas Market Center]

A wholesale marketplace, the Dallas Market Center welcomes 200,000 customers from the U.S., and from 85 other countries, seeking industry trends. With the rollout of a new magazine, “Spark,” the creativity, unity, and diversity of North Texas will now be available worldwide.

Along with the new magazine, the Market Center has released a new logo—designed by global agency studio’farrell—which displays a distinct pattern of five visual elements in specific colors, described by market center CEO Cindy Morris as a symbol of unity.

“We have been uniting ideas, people, and products for decades but starting today, we are shaping a new future together,” Morris said. “The logo is a sign that we are taking bold steps to inspire and empower business success with new tools, a new mindset, and renewed purpose.”

Spark magazine will be filled with practical business advice, inspiring trends, real stories of artists, and entrepreneurs, the center said, and will be delivered to 50,000 businesses this month. A digital version also will be available online.

Spark’s first issue will feature Los Angeles designer Justina Blakeney, as she shares her secrets to success. In addition, Texas silversmith Clint Orms is profiled, award-winning retailer Coco & Dash offers advice, and numerous entrepreneurs and artists share their motivations across almost 200 pages. Finally, the magazine will take a look at new trends and products.

Left to right: Joan Ulrich, EVP Leasing; Penni Barton, EVP Marketing; Cherie Marcum, EVP Finance; Cindy Morris, President and CEO; Mitzi Tally, EVP Administrative Services; Eva Walsh, EVP Retail Development and New Business. [Image: Dallas Market Center]

The market center said the changes are opportune, as they reflect a dramatic change in retail and wholesale, a shift driven by the interest of customers who desire new products and experiences.

“We are offering busy retailers and designers a magazine unique from any other publication to make them think, learn, discover and smile,” Tragant said of the magazine. “Our industry is driven by an amazing creative energy and is sustained by a sense of community, which we wanted to reflect in the pages of the magazine.”

The market center is home to the largest residential lighting trade event in North America; the largest and most successful open-daily design center; dominant trade events for gift, home décor, holiday and floral; and the nation’s most comprehensive apparel and accessories marketplace featuring the latest styles from East Coast and West Coast designers.

“This is a marketplace with relentless creative energy, and it’s also a community moving forward and adapting to modern challenges and opportunities,” Executive Vice President of Marketing Penni Barton said. “The new logo signifies this dynamic direction and our continuing mission to support ideas, people, and products.”

This article was updated at 3:53 p.m. on Monday, Dec. 10, to include additional information about “Spark” magazine and an image of the magazine’s cover.