From a fractured collection of acquisitions
To a streamlined, future-ready holding company.
CHALLENGE
After more than 20 years of growth through acquisition, Vaco Holdings had become a complex web of sub-brands, service lines, and legacy identities. Externally, the organization was confusing and indistinct. Internally, teams struggled to see themselves as part of a single, cohesive enterprise. The challenge was to launch, name, and brand an entirely new company, without abandoning the hard-earned equity of Vaco, while unifying more than a dozen businesses under one clear, compelling umbrella.
STRATEGY
The opportunity wasn’t just consolidation, it was elevation. Our strategy was to reposition the organization around a single, modern idea: Agility at Work. Rather than organize Highspring by what it sold, we organized it around how it solved problems: flexibly, collaboratively, and across disciplines. The goal was to create a brand that could scale across consulting, talent solutions, and managed services, while giving every sub-brand room to belong to something bigger than itself.
CREATIVE SOLUTION
We created a name and identity designed to signal momentum, clarity, and upward movement: Highspring. The brand system was built to behave like the business itself: modular, adaptive, and interconnected. A core geometric shape became the foundation of the system, which was flexible enough to frame photography, inform UX, and generate iconography across service lines. From there, a family of dimensional, glass-like forms visually expressed Highspring’s capabilities: agility, order, overlap, and integration.
The result was a brand that could unify more than 12 companies, dozens of verticals, and multiple audiences, all while feeling modern, precise, and human. From website and sales materials to employer brand and internal launch, Highspring emerged as a single, confident organization built to move at the speed of change.
RETURN ON CREATIVE
- Successfully launched a new global holding company brand
- Unified 12+ acquired businesses under a single architecture
- Clear differentiation across verticals (consulting, managed services, talent solutions, etc.)
- Modernized internal culture and external perception simultaneously
