Primsal

Primsal was conceived as a B2B and B2B2C umbrella brand designed to unify multiple lighting reseller brands under one stronger strategic and commercial framework. With a core focus on LED retrofit lighting systems, the opportunity was to create a parent brand with the authority, flexibility, and relevance to support growth across a broader portfolio. We created the Primsal umbrella brand and developed six aligned sub-brands, including their names, each shaped through lighting-relevant thinking to ensure the architecture felt purposeful, connected, and commercially clear. We also developed a colour identifier template system to clearly distinguish each sub-brand and make the product ranges within those sub-brands easier to navigate, specify, and market. The result was a structured brand ecosystem designed to strengthen recognition, clarify positioning, and create a more scalable platform across trade, reseller, and end-customer channels.

Project Brief: Umbrella brand strategy, brand architecture, naming, brand identity & colour identifier system