diff --git a/lib/cli.js b/lib/cli.js
index e8e197ab..ea667df5 100644
--- a/lib/cli.js
+++ b/lib/cli.js
@@ -354,6 +354,10 @@ program
   .option('-p, --priority <level>'
     , 'minimum log level'
     , Number
+    , logger.Level.IMPORTANT)
+  .option('-n, --notify-priority <level>'
+    , 'minimum log level to cause a notification'
+    , Number
     , logger.Level.WARNING)
   .option('-s, --connect-sub <endpoint>'
     , 'sub endpoint'
@@ -373,6 +377,7 @@ program
       token: options.token
     , room: options.room
     , priority: options.priority
+    , notifyPriority: options.notifyPriority
     , endpoints: {
         sub: options.connectSub
       }
diff --git a/lib/roles/device/plugins/group.js b/lib/roles/device/plugins/group.js
index 301062fe..7359fea2 100644
--- a/lib/roles/device/plugins/group.js
+++ b/lib/roles/device/plugins/group.js
@@ -41,7 +41,7 @@ module.exports = syrup.serial()
         .catch(grouputil.NoGroupError, function() {
           currentGroup = newGroup
 
-          log.info('Now owned by "%s"', currentGroup.email)
+          log.important('Now owned by "%s"', currentGroup.email)
           log.info('Subscribing to group channel "%s"', currentGroup.group)
 
           channels.register(currentGroup.group, timeout || options.groupTimeout)
@@ -64,7 +64,7 @@ module.exports = syrup.serial()
     plugin.leave = function() {
       return plugin.get()
         .then(function(group) {
-          log.info('No longer owned by "%s"', group.email)
+          log.important('No longer owned by "%s"', group.email)
           log.info('Unsubscribing from group channel "%s"', group.group)
 
           channels.unregister(group.group)
diff --git a/lib/roles/notify/hipchat.js b/lib/roles/notify/hipchat.js
index c82c323a..3f909d47 100644
--- a/lib/roles/notify/hipchat.js
+++ b/lib/roles/notify/hipchat.js
@@ -10,6 +10,16 @@ var wirerouter = require('../../wire/router')
 var wireutil = require('../../wire/util')
 var lifecycle = require('../../util/lifecycle')
 
+var COLORS = {
+  1: 'gray'
+, 2: 'gray'
+, 3: 'green'
+, 4: 'purple'
+, 5: 'yellow'
+, 6: 'red'
+, 7: 'red'
+}
+
 module.exports = function(options) {
   var log = logger.createLogger('notify-hipchat')
   var client = Promise.promisifyAll(new Hipchatter(options.token))
@@ -40,25 +50,21 @@ module.exports = function(options) {
     .handler())
 
   function push() {
-    var messages = buffer.splice(0).map(function(entry) {
-      return util.format(
-        '<strong>%s</strong>/<strong>%s</strong> %d [<strong>%s</strong>] %s'
-      , logger.LevelLabel[entry.priority]
-      , entry.tag
-      , entry.pid
-      , entry.identifier
-      , entry.message
-      )
-    })
-
-    log.info('Sending %d message(s)', messages.length)
-
-    return client.notifyAsync(options.room, {
-      message: messages.join('<br>')
-    , color: 'purple'
-    , notify: true
-    , 'message_format': 'html'
-    , token: options.token
+    buffer.splice(0).forEach(function(entry) {
+      client.notifyAsync(options.room, {
+        message: util.format(
+          '<strong>%s</strong>/<strong>%s</strong> %d [<strong>%s</strong>] %s'
+        , logger.LevelLabel[entry.priority]
+        , entry.tag
+        , entry.pid
+        , entry.identifier
+        , entry.message
+        )
+      , color: COLORS[entry.priority]
+      , notify: entry.priority >= options.notifyPriority
+      , 'message_format': 'html'
+      , token: options.token
+      })
     })
   }
 
diff --git a/lib/util/logger.js b/lib/util/logger.js
index 624fe4ef..f8afb90f 100644
--- a/lib/util/logger.js
+++ b/lib/util/logger.js
@@ -9,18 +9,21 @@ Logger.Level = {
   DEBUG: 1
 , VERBOSE: 2
 , INFO: 3
-, WARNING: 4
-, ERROR: 5
-, FATAL: 6
+, IMPORTANT: 4
+, WARNING: 5
+, ERROR: 6
+, FATAL: 7
 }
 
+// Exposed for other modules
 Logger.LevelLabel = {
   1: 'DBG'
 , 2: 'VRB'
 , 3: 'INF'
-, 4: 'WRN'
-, 5: 'ERR'
-, 6: 'FTL'
+, 4: 'IMP'
+, 5: 'WRN'
+, 6: 'ERR'
+, 7: 'FTL'
 }
 
 Logger.globalIdentifier = '*'
@@ -40,17 +43,19 @@ function Log(tag) {
     1: 'DBG'
   , 2: 'VRB'
   , 3: 'INF'
-  , 4: 'WRN'
-  , 5: 'ERR'
-  , 6: 'FTL'
+  , 4: 'IMP'
+  , 5: 'WRN'
+  , 6: 'ERR'
+  , 7: 'FTL'
   }
   this.styles = {
     1: 'grey'
   , 2: 'cyan'
   , 3: 'green'
-  , 4: 'yellow'
-  , 5: 'red'
+  , 4: 'magenta'
+  , 5: 'yellow'
   , 6: 'red'
+  , 7: 'red'
   }
   this.localIdentifier = null
   events.EventEmitter.call(this)
@@ -83,6 +88,10 @@ Log.prototype.info = function() {
   this._write(this._entry(Logger.Level.INFO, arguments))
 }
 
+Log.prototype.important = function() {
+  this._write(this._entry(Logger.Level.IMPORTANT, arguments))
+}
+
 Log.prototype.warn = function() {
   this._write(this._entry(Logger.Level.WARNING, arguments))
 }