A new look for Higharc
SERVICE
Brand Refresh
Founded in 2019, Higharc is an intelligent homebuilding platform to design, sell in 3D, and get permit ready construction documents all in one location. Four years into their business they found the need to evolve their original branding to reflect where their business currently is—and where it’s going.
When the Higharc branding was first built in 2019, it was done so with the thought that Higharc would be a direct to homeowner product, not a tool that was primarily for home building professionals. As such, the visual branding was aspirational, friendly, and approachable to attract individual home buyers. Since then, the customer base has pivoted to be what it is today—homebuilding experts, some of whom have worked in the industry for decades, and customers who want to know the return on investment before they’d ever consider paying for a new service. Soft and friendly visuals were a far cry from what Higharc needed to convey.
2019 Higharc logo by Cory Schmitz
our approach to the brand refresh
After exercises with our client, and exhaustive exploration, our chosen design direction was dubbed, “The Intangible”— it positions Higharc as digitally overlaying and drastically optimizing existing businesses instead of forcing customers to rework their businesses to fit into a Higharc model. It meshes together the digital and physical realms to make a more galvanizing connection between theoretical interface, and actual results, and celebrates the talented individuals behind the homes they build.
Original logo mark designed by Cory Schmitz, updated color palette by Studio Studio
For simplicity, only a single color is used for the whole logo mark. We concluded that the accent color, Nano Green, is a tool in our toolbox, not ‘The Brand’ in the same way that many companies become synonymous with their accent color. Instead of relying on one specific accent color to communicate brand recognition, it’s more tactical and flexible for the Higharc brand to rely on the values it communicates. Higharc does not equal green, Higharc = trustworthy, analytical, and galvanaizing.
Color Palette
The color palette has two color families: High Tech Dirt, and Nano Green.
The High Tech Dirt color family keeps Higharc grounded. It keeps Higharc clean and composed, and radiates strength to communicate confidence. Not a basic ‘black and white’ approach, the warm brown base notes of this family visually reference the roots of a build site, and visualize the cross section of organic material and cutting edge technology.
Nano Green is a cursor in a dark terminal — a blade of grass in the front yard. It’s organic, and also backlit. Calming, yet vigorous. Used as a constant accent in Higharc’s design, it injects energy though its contrast with the High Tech Dirt family, while not being the dominant visual impression you leave with from the Higharc brand.
Together, these colors create a distinct and powerful dynamic that strategically communicates understanding of Higharc’s salt-of-the-earth audience, with their high tech value prop.
PX Grotesk has an unprecedented aesthetic with solid grotesque roots and works well both on screen and in print. Its geometrical simplification offers a spectacular legibility and sharpness at smaller sizes and reveals a sophisticated drawing at bigger sizes.
Using a purposefully digital looking typeface reinforces the galvanizing tone of Higharc: we’re only moving forward with tools to help solve outdated and digitally siloed building issues.
Kind words from this client
“Incredible design partner. So good that our internal marketing team has repeatedly asked if she'll join us full time. Claire navigates the most difficult design and branding efforts with intelligence and grace. She delivered incredibly unique and thoughtful work for our brand and we'll be continuing our partnership into the future.”
-Amy W, Senior Director of Content at Higharc
Higharc Solutions site built by Nazir Agah.