Colossus Fuses Human and AI-driven Design in Brand Identity for Highspring

Colossus has developed a new brand identity for Highspring, a global professional services organisation, that officially launched March 31st. The work marks a major milestone in Highspring’s transformation from a network of segmented business lines under Vaco Holdings, which has more than 10,000 employees across 45+ offices worldwide, into a unified brand offering consulting, talent solutions, and managed services.

Brought on in July 2024 as a project-based assignment, Colossus was tasked with creating the Highspring brand from the ground up - including brand strategy, positioning, and full visual identity. The system includes everything from logo and typography to photography, merchandise, employer branding, and signage. Designed to balance approachability with sophistication, the identity positions Highspring as a flexible, forward-thinking alternative to traditional advisory firms.

“This was a very layered project that required a lot of discussion and collaboration between the agency and client,” said Travis Robertson, executive creative director at Colossus. “Our team thrives in that world. We’ve distilled multiple verticals of expertise and a wealth of organisational knowledge into something that is systematic and visually engaging. I’m excited to see what the future holds for Highspring.”

The team employed a combination of AI platforms such as Luma, Runway, Midjourney, Topaz, and good old-fashioned human ingenuity to create a vibrant new brand. While the vast majority of the design system was created traditionally, the addition of the AI augmentation helped bring in a unique dynamism for the 3D elements. Each three dimensional component - fluid, modular shapes assigned to different verticals visualises key brand traits like Agility, Connectivity, and Order.

The logo, a monolithic 'H' carved from geometric forms, represents strength and adaptability. In addition, a proprietary icon shape, combining both sharp and soft corners, reflects the intersection of structure and human-centric design. This unique shape was then used to create an entire icon language and library for the brand.

The rebrand aims to unite Highspring’s dynamic capabilities under one cohesive story, enabling deeper client relationships and a shared internal culture. Strategic positioning centres on Highspring’s promise: “The agility to respond to opportunities and challenges so you can move your business forward with confidence.”

“Our brand transformation to Highspring represents more than just a new logo or colour palette - it’s a reflection of who we are and where we’re headed,” said Katie Strout, senior vice president of marketing at Highspring. “The design captures our agility, adaptability, and commitment to helping clients move forward with confidence. Our partnership with Colossus brought this vision to life with a thoughtful, collaborative approach that translates our complex business into a cohesive, approachable brand. We’re proud of what we’ve built together and excited to see how this new identity helps us forge deeper connections with our clients.”