From budget to benefit - A global Primark rebrand to inspire a bigger, brighter feeling

To boost global expansion plans, Primark wanted to bring consistency and cohesion to its brand by uniting values, purpose and strategic approaches under one single, customer-facing brand idea. And across everything from its rich creative expression to dynamic employee onboarding programmes. But how could Primark achieve this when the solution had to gain complete buy-in from hundreds of staff and stakeholders while working across global markets, aligning perceptions and accommodating a range of life stages? The idea needed to have enough flex within the brand design framework to represent what Primark is now, and in the future. Stretching identity and purpose no matter the occasion, campaign, application, sustainability drive or product offer.