Introducing the new Highlight: An evolved brand identity built for what’s next in product innovation & renovation

What began as a scrappy, first-of-its-kind in-home product testing startup has grown into something far bigger, faster, and smarter: a purpose-built product intelligence platform designed to empower modern product teams at every stage of the innovation lifecycle.

We’ve expanded our capabilities. We’ve deepened and advanced our analytics. We’ve proven product-market fit and earned the trust of the world’s most forward-thinking brands. And now, our brand identity is evolving to reflect the next-level platform (and the team) we’ve become.

Start-up to standard-setter

In just a few years, we’ve scaled across industries, company sizes, and use cases. Today, we don’t just help brands test physical products, we give them insights across the product lifecycle, from early concept screening and prototype refinement to in-market performance and post-launch optimization. 

With the recent launch of our product intelligence platform, including expert-built Blueprints, in-app study design, a real-time view of incoming feedback, AI-powered analytics, and an upgraded Highlighter community experience, Highlight has evolved from a service provider to a true insights engine.

Our customers aren’t just running tests. They’re driving smarter decisions at scale across every stage of the product innovation (and renovation) lifecycle.

Why a new brand identity? And, why now?

As our platform evolved, it became clear that our brand needed to evolve along with it. We needed a look, feel, and voice that reflects who we’ve become without losing the spark of humanity, energy, and joy that has always set Highlight apart.

Our refreshed brand identity is built to match the ambition and sophistication of the platform we’ve become. It’s not just a new look, it’s a signal to the market, and to our customers, that Highlight is leading the next generation of product intelligence.

This rebrand reflects our evolution while staying true to our foundational purpose: to build better products for people and the planet. It’s driven by Highlight’s mission to empower brands to create products people love—faster, smarter, and with confidence.

What’s new with our look & feel

You'll notice that our homepage has a new look! We'll be rolling out our new brand identity across our website in the months to come, including:

A modern, elevated logo (with personality)

Our new logo retains the colorful spirit of the original, but with a more refined, sophisticated execution. It reflects the evolution of Highlight into a trusted, enterprise-grade platform: confident, intelligent, and built for scale, while staying true to our bold, yet friendly, humans-first roots. Its gradient color scheme isn't just visually appealing; it's a deliberate choice. It signals the seamless integration of our platform and the unparalleled speed at which we deliver insights.

A refined, strategic color palette

We’ve evolved our palette to strike a balance between energy and elegance. The new system introduces greater structure, accessibility, and flexibility and allows us to show up with consistency across every channel, while still standing out with trademark vibrancy. 

A core graphic device inspired by data

You’ll notice a new circular motif throughout our materials. It’s not just for aesthetics, it’s symbolic. The extra large circle or “spotlight” lends us the ability to highlight (pun intended) what matters most, while the clusters of smaller dots visualize how we transform real,  individual human feedback into meaningful intelligence. And if it feels kind of like confetti, that’s intentional – because what we’re really doing is helping brands create winning products worth celebrating. 

The road ahead

This brand refresh is a visual marker of the evolution of Highlight as we continue to scale the most powerful, comprehensive product intelligence platform on the market. We're doubling down on what makes us leaders: real feedback from real people, an effortlessly integrated end-to-end experience, lightning speed, and action-driving insights from a team of people who have fun helping you create products people love.

At Highlight, we believe product research doesn’t have to be slow, siloed, or soulless. It can be fast, rigorous, and even fun. This new brand identity makes that belief visible.

Thanks for being on this journey with us. We’re just getting started and we’re so grateful for your partnership and support along the way.

About Highlight

Highlight is the definitive product intelligence platform enabling brands to create products people love. Powered by a proprietary community, seamless logistics, expert research methodologies, and AI-driven analytics, Highlight’s platform is purpose-built for modern physical product teams and trusted by leading brands, top retailers, and emerging innovators alike. The Highlight platform delivers high-impact insights with unmatched quality across every stage of the product innovation lifecycle—from early ideas and prototypes to in-market renovation—empowering teams to act quickly and bring winning products to market with confidence.