About the Company

The Highmark Group is a purpose-driven business consulting organization structured as a family of brands. The ecosystem includes The Highmark Group as the parent brand and four subsidiaries: Highmark Huddle, Highmark Solutions, Highmark University, and Kingdom Coworking. This case study also includes Sirena Thomas’ personal sub-brand, Be Made Whole. Together, these brands support professional growth, leadership development, and community through faith-aligned business principles.

‍

The Situation

The client wanted to rebrand all entities simultaneously rather than piecemeal. The challenge was to create a unified parent brand that could establish credibility and clarity while allowing each subsidiary and sub-brand to maintain its own voice, purpose, and audience focus.

‍

The Strategy

We developed a top-down brand architecture approach, starting with The Highmark Group as the anchor brand. From that foundation, each subsidiary brand was designed as a derivative system, sharing common visual DNA while expressing its own personality. This ensured consistency, scalability, and long-term flexibility across all current and future initiatives.

‍

The Logo

Each brand shares the same color palette yet has his own personality: Highmark Huddle, Highmark Solutions, Highmark University, and Kingdom Coworking.The Highmark Group logo established the color palette, typography, and visual tone for the entire brand family. A full suite of hybrid logo formats was created to allow the mark to function clearly across digital platforms, print applications, merchandise, and live event environments.

‍

Family of Brands

Each subsidiary brand shares the same core color system but is differentiated through subtle shifts in layout, emphasis, and messaging. The resulting ecosystem includes:

• Highmark Huddle
• Highmark Solutions
• Highmark University
• Kingdom Coworking

This approach allows each brand to operate independently while remaining visually and strategically connected to the parent organization.

‍

Brand Guidelines

A comprehensive brand guidelines system was developed to define logo usage, color rules, typography, and layout standards across all brands. This framework ensures consistency across teams, vendors, and marketing channels.

‍

Marketing Collateral

A wide range of branded assets was produced to support visibility and engagement, including banners, tablecloths, stationery, apparel, and merchandise such as t-shirts, tote bags, and mugs. Graphics were also created for digital course platforms, including Udemy, to maintain brand alignment across educational offerings.

‍

Be Made Whole by Sirena Thomas

Be Made Whole is a personal empowerment brand under the Highmark umbrella. The logo features a strong, feminine profile integrated with the word “Be,” symbolizing identity, restoration, and purpose. The brand is designed to feel welcoming, affirming, and strength-focused, aligning with the mission to inspire growth and wholeness.

‍

Be Made Whole Brand Assets

Brand guidelines were created to ensure consistent use of the Be Made Whole identity. Supporting materials included banners, stationery, apparel, and merchandise, as well as book cover design, brochures, business cards, and podcast cover art for the B.M.W. Life podcast.

‍

Positioning for Success

By establishing a unified brand architecture supported by clear guidelines and adaptable assets, The Highmark Group now operates as a cohesive ecosystem of purpose-driven brands. Each entity benefits from shared credibility while maintaining its own identity, positioning the organization for expansion, partnerships, and long-term impact.

‍