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Primus introduces new branding

Telecommunications company Primus has debuted a new corporate brand intended to reflect "positive change and renewal" within the company. The brand strategy and accompanying creative were developed by Cundari. According to the agency, the new brand is intended to serve the company's consumer and business services, and to better position Primus to compete with large telecommunications and cable companies nationally.

"The Cundari team immersed ourselves in Primus' culture to identify what is authentic and differentiating," said Dean Martin, creative director of 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."

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