Highpoint Energy Visual Identity
Services: Brand Development, Branding, Graphic Design, UI/ UX Design, Print Design, Market Research
Software: Photoshop, Illustrator, InDesign, Acrobat
Highpoint Energy is a solution to the problem of market saturation within the sports drink industry. Many people whom use sports drinks during their workouts, are unsure of the harmful ingredients they are consuming into to their body. Along with this, brands sell different products that all combine to form a whole day workout, however people are unsure of the steps in which these products work. Highpoint solves this problem.
After recognizing the busy sports drink market, I decided to investigate different strategies that would help buyers understand the process or parts to the products sport drink brands sell. I started by breaking down the process. This meant deciding what products athletes really needed in their daily workouts. I noticed that the normal routine needed 3 parts. These are: energy, hydration, and recovery. I wanted the Highpoint brand to focus on the parts process and to break down these parts even if the buyer wasn’t a full-time athlete.
After finishing my market research, I went to the drawing board. I knew I wanted the brand to focus on “energy” as the position of the brand is to keep the buyer/ user focused on the tasks they have throughout the day and not what has to keep them going. When I was drawing logo mock-ups, I drew a slanted and open “H”. I took this mock-up into illustrator and played around a bit with the spacing, curves, and line options. Once I was finished, I took a step back to think of a name that would fit the brands message. One day, the lightbulb went off and I had the name “highpoint”. After adding “energy” next to “highpoint” I knew I had a solid name to go with.
The next step was to create the branding guidelines and the product outline. The branding guidelines were pretty straight forward as the colors and type are consistent with the message of the logo. The colors are bright and playful to invoke a vibe of energy when using the product. These also contribute to the shelf presents of the product. These bold colors help differentiate Highpoint from its competitors. Overall, the branding and products go very well together to display the message I was going for. The bold colors mixed with the minimal assets on the product help to develop a sports drink that has never been seen on a shelf before.