Primus unveils Cundari-designed corporate brand

September 16, 2016

TORONTO, September 15, 2016 – National telecommunications provider Primus has rolled out its
new corporate brand, after completing a comprehensive strategic and creative process led by
Cundari. The new brand is designed to reflect the positive change and renewal that have
occurred recently within Primus.

The initiative encompassed brand strategy and creative that reflect the needs of both the business and consumer sides of the brand, and better position the organization to compete with myriad large telecommunications and cable companies across the country. In 2016, Primus became part of Birch Communications. As a Birch company, Primus now delivers a better experience by offering more choice for Canadians through broader access across North America, dedicated service, everyday value and next generation solutions.

“The Cundari team immersed themselves in Primus’ culture to identify what is truly authentic and differentiating,” said Dean Martin, Creative Director, Branding and Design, at Cundari. “We met with stakeholders from across the country and conducted numerous collaborative working sessions to define a future-focused brand that would resonate not only with Primus customers but also with internal stakeholders. The visual expression of the brand is confident, fresh, smart and contemporary.”

“We were very pleased to partner with Cundari through this process. We are delighted with the outcome, which has generated a very positive and energetic response from clients and partners, while also elevating employee pride,” said Brad Fisher, General Manager, Primus.

Cundari has a long history of developing recognized B2B and B2C brands, including Washington DC, Royal Ontario Museum, Toronto Board of Trade, Richard Ivey School of Business, The Canadian Bar Association, Numeris (formerly BBM Canada), Cineplex Entertainment’s The Rec Room and the Republic of Armenia.