Pareto
Creating a leading brand for a new era in facilities management
Founded in 2014, Pareto built its reputation as a challenger brand, led by a strong social value ethos and commitment to DEI. However, the facilities management sector is rapidly evolving. Today, new technology, sustainability and talent attraction are redefining customer expectations, and simply maintaining spaces is no longer enough.
Pareto had already invested in advanced technology and engineering expertise to meet customer needs, but this wasn’t reflected in their brand. The brand had to position itself as more than a reliable supplier of services. To succeed it had to become a long-term partner that helps customers future-proof their spaces, with technology and technical expertise at its heart.
The change
We crafted every element of Pareto’s new identity – from the new positioning and narrative through to logo, brand identity and website. The positioning Ahead of the curve captures Pareto’s commitment to lead their industry and help customers future-proof their workspaces by offering cutting-edge technology, a commitment to service excellence and the best people.
We brought the new positioning to life, by creating a unique and instantly identifiable brand graphic, the ‘Pareto curve’. It appears on all communications and is used flexibly with photography, a new typographic style and iconography to create sleek brand graphics.
The photography style was a particularly important asset. A new style of art direction was developed to project a more authentic image of the company, all framed around their dedication to detail.
This unified visual language ensures that the company still stands out in their category as challengers and appeals to a younger, more tech-savvy audience, while maintaining credibility with existing customers.
Activation
To ensure impact and success at launch and beyond, we created a phased activation plan to launch the new brand internally and externally, focusing on essential launch activity alongside higher-impact storytelling.
“The challenge for Luminous was to take a wide range of perspectives, from investors and clients to our leadership and operational teams and turn them into a clear, confident brand that reflects both who Pareto is today and where we want to be next. Their ability to understand and balance both was genuinely impressive. From the first iterations, both the narrative and visual direction landed strongly. Luminous brought strategic clarity, creative discipline and a firm grip on delivery, keeping a complex project on track, on time and on budget. The experience across the team showed throughout, and the result is a brand and website that gives us a far stronger platform for the next phase of Pareto’s growth.”
Rachel McEntee, Marketing Director, Pareto
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