The Highstone Group is a Housing Association, Urban Design and Architecture firm that live and breath all things housing. With 30+ years in the industry they have true roots in the housing Game.
Highstones problem was they had plans to emerge multiple new subgroups under their group umbrella and their current identity wouldn't allow them to do that.
They needed a new visual identity system that adapted and expanded with the company's growth. They came to Highful Minds needing a full brand refresh and that's what we did.
Designer:
The Logo Design
When designing the logo. Simplicity was key. I played around with a few concepts of where this could go. Ultimately when I came onto the chosen concept I knew this was the one to go forward with simply because it represented the brand best. No others I came up with even came close.
By combing a Star (rewards) and an i (brand initial). The i carves out negative space right down the middle of the star which formed the composition of a figure doing a star jump which perfectly represents the healthy habits of the brand.
So we have a Star for Rewards. i for the brand Initial and a figure jumping for movement. Representing Incentifi.
Colour
When designing the Highstone Design Logo, it had to be linked to the group logo. So I took the Highstone H and created this 3D structure from it.
It gives off a three dimensional illusion, suggesting depth and space, both essential in urban planning and design.
The shapes are modular and interconnected, a visual nod to the way urban environments are structured and designed with careful planning and functionality.
The 3D shapes suggest not just surface level aesthetics but also depth and strategy, important for urban planning and design that considers both appearance and usability.
