Client
Self-Initiated
Services
Branding, Graphic Design
Highmark Painting Co. offers interior and exterior painting services for discerning homeowners, boutique hotels, and businesses. They pride themselves on producing immaculate finishes, providing bespoke color consultations, and using only the finest materials.
Challenge
Highmark needed their identity to match the quality of their work. A poor visual brand attracts general contractors and low-margin projects, and fails to resonate with the high-paying clients they cater to. The goal was to build an identity that would level up their market position, serve as a filter for higher-end clientele, and directly support their growth as a premium service provider.
Concept & Solution
My solution was to create a brand identity that embodies quality and professionalism without sacrificing approachability. The new identity expresses the company’s core values:
- Elevated Craftsmanship: The iconic “H” logo signals a higher standard of service and attention to detail. This sophisticated style acts as a visual filter, immediately communicating to clients that Highmark is an expert service, not a generalist contractor.
- Visual Coherence & Professionalism: The flexible identity system uses primary, secondary, and tertiary logos to ensure that every touchpoint is visually consistent. This professionalism builds trust with high-end clients who expect impeccable standards in every detail.
- Strategic Differentiation: A bold, memorable color palette was chosen to make Highmark Painting Co. stand out from the competition, which is often characterized by generic, uninspired branding. This differentiation is essential for commanding premium prices and being remembered in a crowded market.
As part of the new brand foundation, I developed the slogan, “Visible Excellence Is Our Signature.” This encapsulates the brand’s promise, serving as a memorable and powerful tool to communicate its value to high-end clients.
Outcome
The new identity is a powerful business asset for Highmark Painting Co. It positions the company as a leader in high-end painting services, directly attracting the type of clients they want to serve. The brand does the work of pre-qualifying leads and creating an immediate impression of quality and reliability. This branding will contribute to increased client recognition, a stronger market position, and the ability to confidently charge premium rates, ensuring the business is set up for long-term growth and profitability.