Client: Highfive (Conferencing HaaS and SaaS Platform)
Outcome: Acquisition by Dialpad
Objective: To evolve Highfive’s brand narrative, enhance recognition, and drive sales growth through strategic messaging and content creation, ultimately supporting their acquisition by Dialpad.

Overview:
Highfive, a leading conferencing platform, faced shifting market dynamics that required a refreshed brand narrative. This transformation was critical in repositioning the brand, driving sales, and increasing online visibility. The efforts culminated in Highfive’s successful acquisition by Dialpad, a prominent software company.

Key Contributions:
— Brand Evolution: Redefined Highfive’s creative narrative to align with market demands and establish a stronger brand identity.
— Content Strategy: Created targeted content to invigorate sales channels, boost online traffic, and spark product conversations.

Results:

• Increased online traffic and engagement.
• Enhanced brand recognition and clarity in the market.
• Supported the successful acquisition by Dialpad, creating a defined space for the Highfive-Dialpad merger.

Skills Demonstrated:

• Brand strategy
• Messaging development
• Content creation
• Market positioning
• Strategic storytelling

Impact:
This project showcases my ability to drive brand evolution and deliver measurable results through strategic creativity. By refining Highfive’s narrative and messaging, I played a key role in amplifying their market presence, driving growth, and facilitating their acquisition by Dialpad.

This work exemplifies my expertise in transforming brands to meet evolving market needs while achieving tangible business outcomes.

In response to the shifting market dynamics and the pandemic’s influence on meeting solutions, Highfive’s online presence needed a complete user experience overhaul. The site required visual enhancements in several key areas:

— UX flow and updated layouts to align with the new service tools Highfive was introducing, ensuring critical information reached key sales channels effectively.
— Visual storytelling that resonated with target markets, offering a glimpse into the future with narratives that answered, *“What does tomorrow look like?”*

Highfive aimed to refine its online messaging and style to reflect a tone that was:

— “Plugged in” – connected and forward-thinking.
— Smart yet approachable – intelligent but not overly formal.
— Business casual – professional yet relatable.

This approach ensured the brand remained relevant and engaging in a rapidly evolving landscape.

Tech Notes:
Adobe XD
Photoshop
Sketch w/Abstract

Highfive’s mission has long been to make video conferencing an everyday experience through room-based solutions. However, in this new era of work, the challenge is to innovate further by bridging the gap between meeting rooms and standalone software (SW). As part of the brand system update, the goal was to humanize the brand and create a visual tone that resonates deeply within the market. My approach focused on crafting a visual narrative that highlighted Highfive’s premium quality, using sophisticated yet relatable settings to connect with a wide and evolving audience—even amid a global pandemic.

This campaign aims to address these shifts, targeting a variety of industries, including entertainment, legal, telemedicine, and virtual training/education, ensuring the brand remains relevant and impactful across diverse sectors.