< Brand Stories
Pacific Lighting Systems
Introduction
Pacific Lighting Systems is a 30+ year-old company that represents over 100 commercial and industrial lighting and control manufacturers. While they were well-known in their industry, they came to us in need of a rebrand. At the top of their list was a new website, for which they were allocating a big chunk of money.
Client
Sector
Services
We had to ask, “why?” Why a rebrand for a well-known company? Why spend the time and the money
if your P&L looks good? We had to dig deeper.
After some discovery, we learned that PLS was suffering from some disconnect with their company. As a big company with decades of experience and a vast product line, they were the most attractive choice for many buyers. Sales and revenue were both healthy, but this was creating an inconsistent customer service experience and this was becoming a liability.
Before you judge PLS, think about this: if your brand is how the world sees your company, your culture is how your team sees your company. They were right; their brand was off, but their interior brand needed a makeover. And the best website in the world wasn’t going to fix it.
“Max met us where we needed to be, his solutions were tailored to our business…and he helped us
think for ourselves.”
We got to work on messaging, printed materials, and digital materials. We then introduced some interior cultural shifts, sales training, and tools to help align their internal and external communications. Today, PLS enjoys increased revenue as well as a new office and a healthy- company culture. Their senior team made way for middle management to move up, and they continue to benefit.
We didn’t end up making a new website. We did update their look and made some improvements for much less than they were planning. Today, PLS remains on the leading edge of their industry, not just because of their longevity. Spending time working on their culture led to greater rewards and long-term success for the company and the team.
