Year
2019
Client
High Monkey Consulting
Category
Brand Identity
Product Duration
1 - 2 Months
Scope
High Monkey Consulting built its reputation on SharePoint and intranet search but had expanded into full-service web design. The brand still read like a technical specialist shop, undermining the company's credibility for broader web work.
Solutions
The rebrand was built around High Monkey's technical advantage: accessibility expertise. Every color combination in the new system was tested against WCAG 2.0 AA standards (Web Content Accessibility Guidelines), producing 32 accessible pairings. The same standards High Monkey applied to client websites were applied to its own brand.
Results
A complete brand system was delivered: updated logo, service-specific taglines, a 32-pairing accessible color system, custom icon sets, brand patterns, collateral materials, and a 44-page brand standards guide containing a complete message matrix.
The 44-page brand standards guide covers logo use, typography, the 32-pairing accessible color system, and brand patterns. It also contains a complete message matrix mapping value propositions across three services (Web Design, Digital Workplace, Culture) and two decision-maker personas (humanistic and methodical).
The High Monkey monkey was redrawn to scale cleanly and work as a repeating pattern. The vague "smart human solutions" tagline was replaced with two service-specific lines: "digital agency" and "we fix websites and workplaces."
The previous High Monkey site did not reflect the quality of work the company delivers for clients. The redesign covered site mapping, content chunking, wireframes, user flows, user testing, final design, development, and launch. The new site demonstrates the company's accessibility and UX expertise.
