HighGround
Industry
Fintech // United States
What We Did
Brand Positioning & Message. Identity Design. Visual Language. Motion Design. Mobile App UI/UX Design.
Agency
Toptal LLC
Branding a caregivers' financial solution for funding.
Caregiving is hard. Especially when you are not prepared. HighGround is a powerful, affordable, and innovative all-in-one financial management platform, that empowers Caregivers. We helped HighGround prepare for seed-funding.
“I had the pleasure of working with John on a finance startup idea where he focused on branding, brand voice, design, and creating a working mobile prototype. John is one of those rare people you don’t come across often who can do it all. He has a unique ability to take ambiguous requirements and create something better than you could imagine. He’s detail-oriented, a great collaborator, and consistently produces high-quality work. John will be the first one I call for future design projects.”
Katie Welker-Muraguri | Co-Founder | HighGround
We had several discussions to better understand HighGround’s solution for Caregivers. We looked through the data they had collected and commissioned, which included interviews with Caregivers. The research revealed that Caregivers are afraid of making financial mistakes — which result in their loved ones becoming victims of fraud. Being busy, juggling many responsibilities at the same time, made quality care and financial management both a struggle and challenge. Our solution was to craft messaging and define a brand position that helped Caregivers know that HighGround was a solution built from ground-up — specifically to help make their caregiving better and easier.
The HighGround brand is built on the simple idea of simplifying the financial management process for Caregivers. Many Caregivers don’t have financial backgrounds. So it was important that we build the brand messaging, position, visual identity and product on the same premise of simplicity. We developed the brand mantra: Better Financial Care. This guided us in creating a simple logo mark that embodies the HighGround spirit of improving financial care with simplicity.
