HighDay Case Study
Project Overview
HighDay empowers plant-based businesses—including those in vape, hemp, cannabis, and psychedelics—by offering comprehensive marketing tools that fuel growth, optimize online presence, and enhance customer engagement. Their platform needed a cohesive brand identity to connect with businesses in the plant-based industry and reinforce the value of their services.
Project Scope
The project involved a complete brand identity design, including the development of a logo suite, brand foundation, and guidelines. It also included a web design and email marketing templates to ensure consistency across all touchpoints.
Challenges
HighDay needed to differentiate itself in a growing industry. They wanted to connect with plant-based businesses through a brand identity that would reflect their values and showcase the value of their platform. The challenge was to create a brand voice and visual identity that connected with their audience while conveying their value and building trust in their services.
Objectives
To create a seamless user experience that fosters connection and trust between HighDay and their clients
To visually communicate the value of HighDay’s services, emphasizing their expertise and passion for supporting plant-based businesses
To develop a comprehensive brand identity that reflects HighDay's values and mission, driving engagement with their target audience
Research & Discovery
The process began with an in-depth understanding of HighDay's goals, audience, and competitive landscape. I used the client questionnaire to gain insight into their vision and objectives, defining a brand foundation rooted in purpose. This research phase set the foundation for aligning their purpose with their brand foundation and visual elements.
Discovery Call
The initial discovery call was key in confirming the project goals and refining the mood board. We reviewed key inspirations for the logo and brand guide, ensuring alignment on design direction. This collaborative step allowed me to dive deeper into the brand's ethos and fine-tune the strategy for the rest of their project.
Process
Brand Strategy
HighDay’s mission is to empower other plant-based businesses, so the brand needed to communicate a sense of growth, empowerment, and community. The brand strategy focused on aligning these values with a visual identity that feels fresh, trustworthy, and innovative.
Design Concepts
I developed several design concepts rooted in the idea of growth and connectivity, drawing inspiration from plant-based businesses and innovative service platforms.
Design Decisions
Logo: The logo suite was designed to represent both the energy and expertise that HighDay fosters among its clients. The final design is sleek, offering a subtle, professional nod to the plant-based industries they serve.
Color Palette: The color palette features a fresh spin on the colors commonly associated with their target clients, aligning with HighDay’s mission of empowering plant-based businesses.
Typography: I selected fonts that were trustworthy and approachable, emphasizing clarity and modernity to reflect the brand’s innovative nature.
Web Design: The website layout focused on easy navigation and clear messaging. I ensured that the site was responsive and accessible, designed with both desktop and mobile users in mind. Each element was carefully placed to enhance user experience and highlight HighDay’s unique value propositions.
Deliverables
Design Elements:
Layout and structure of the website, complete with typography and font choices, color palette, and branding elements.
All design elements were exported and shared based on the developer’s request, including PDFs and Figma files for a smooth handoff.
Functionality:
The website’s navigation and menu structure were designed for a smooth user experience, with clear page interactions and a fully responsive design that adapts across desktop and mobile platforms. Accessibility considerations were included in the design to ensure a broad audience could engage with the site.
Assets:
All design files were delivered in the appropriate format, including necessary font files and any additional assets required by the development team.
Notes & Instructions:
A comprehensive set of notes and instructions for the developer was provided, detailing design functionalities and any specific technical requests.
Results
HighDay’s new brand identity and website are expected to have a lasting impact on their business by enhancing customer engagement and improving the overall user experience. With a modern, cohesive brand that reflects their values, HighDay is well-positioned to connect with plant-based businesses and showcase the value of their platform.
This project was a rewarding collaboration that allowed me to craft a brand identity deeply rooted in HighDay’s values of fostering community, trust and growth.
“Katie Montgomery did an incredible job designing our logo, website, and brand guide. She truly understood our vision and brought it to life with creativity and professionalism. The entire process was seamless, and the end result exceeded all of our expectations. The attention to detail, her design skills, and the cohesive branding she developed have set our business apart. We couldn't be happier with her work, and we highly recommend Katie to anyone looking for top-notch design services!”
— Carl Saling, Founder of HighDay
