ABOUT

Background
Acacia Group is a private equity partnership that recognises the potential for technology businesses to be both profitable and purposeful - to thrive by fulfilling significant social and economic needs and communicating with simplicity and humanity.
Acacia looks for opportunities to collaborate with owners to take their businesses to the next level and to bring businesses together to create enterprises with greater scale and impact.
Column Technologies Group, part of Acacia Group, is a leading global technology strategy, design and enterprise operations partner. The Column brand Highmetric had already established a powerful reputation for technical excellence in the fast-growing field of Enterprise Service Management. It was decided to unify the Column Group under the HighMetric brand, helping the group company become a stronger and more influential player in the technology services marketplace.

Insight
At the heart of our approach is uncovering and articulating truths about a business, its products or services and its culture. We dig deep to discover what makes the brand special and different, probing to determine a compelling and authentic purpose which can inspire colleagues and drive innovation. Technology makes big promises, but the reality can often feel a little disappointing. Different technology partners offer different solutions. Advisors offer transformational roadmaps, implementors offer tactical solutions. Highmetric is the brand that can bridge the gap. Highmetric can deliver technology's promise.

Definition
Delivering Technology’s Promise.
We needed to signal that Highmetric stands not just for technology but for transformation. Highmetric connects the why to the how. And we needed to show that the Highmetric team are far more than 'wrench-turners', they are creative and committed partners with practical expertise and the ability to connect a number of different platforms and applications to unlock the value of technology.
‘Delivering Technology’s Promise’ summarises Highmetric's proposition. They close the gap between strategy and execution, between what customers want and what they get. They streamline products, services and technologies into an operating system that can work for a whole enterprise, which in turn delivers better experiences and better outcomes for people.

Expression
Our ambition was to tell a simple story which conveys the human benefits of technology and invites stakeholders to reappraise the business. So we dispensed with well-worn industry cliches and developed a range of bespoke brand images and animations. These use simple geometric shapes are designed for mobile applications, and feature a focal 'button' which represents the impact of Highmetric's services. These images, an emblematic brand mark and a distinctive font, are used to create an entirely unique visual language for the brand that is completely coherent and works across all of its tools, channels and touch-points.

Activation - building momentum
The fully redesigned website is the shop-window for the business and sets expectations for stakeholders. We organised the site to enable stakeholders to easily access the information they seek and we linked every product and service with case studies to emphasise Highmetric’s experience and scale. Site architecture is supported by a fully responsive design that dramatises the content and showcases the new business to maximum effect.

Outcome
“As a result of Highmetric’s exceptional reputation, Acacia Group received several unsolicited approaches to acquire its ServiceNow practice,” said Acacia Group partner Craig Dawson. 

On May 27, 2021, Acacia Group announced that Gryphon Investors had acquired the ServiceNow division of Highmetric. Since the Highmetric brand goes with the Gryphon acquisition, the remaining company has rebranded as MajorKey Technologies. Acacia will continue to build MajorKey as a market leader amongst its investments in technology product and services companies, delivering cloud-enabled digital transformation for commercial and government clients.