HighMetric rebrand strengthens group company role in tech services

The Column Technologies Group brand Highmetric, part of the wider private equity partnernships for tech businesses Acacia group, has rebranded to under one single entity, the HighMetric brand. The move aims to help the group become a stronger and more influential player in the technology services marketplace.

The idea behind the rebrand was to singlet that Highmetric stands not just for technology but also for transformation and that the team is a committed partner with practical expertise and the ability to connect a number of different platforms. To do so, and tell a simple story which conveys the human benefits of technology, HighMetric worked with London-based creativey agency Chromatic Brands.

The agency dispensed with well-worn industry clichés and developed a range of bespoke brand images and animations. The use simple, yet colourful, geometric shapes are designed for mobile applications, and feature a focal 'button' that represents the impact of Highmetric's services. These images, a bold brand mark and a distinctive font, are used to create a unique visual language for the brand that is coherent and works across all of its tools, channels and touch-points.

The new website is organised to enable stakeholders to easily access the information they seek, with every product and service linked with case studies to emphasise Highmetric’s experience and scale. The site architecture is supported by a responsive design that dramatises the content and showcases the new business to maximum effect.