The second-largest distributor in the North American promotional products industry said it has stepped up its branding game through a rebrand that executives believe articulates the company’s vibrancy and broad range of solutions.

HALO Branded Solutions (asi/356000) held a company-wide virtual webinar on May 7 to announce the new brand. The Sterling, IL-headquartered firm said the new brand affects “all touchpoints,” including a new logo and enhanced marketing/sales tools, digital platforms, social media presence and direct mail. HALO has incorporated the brand messaging into its vision and values.

Marc Simon, HALO

“Our redesign and the powerful messaging associated with it will allow us to better articulate the extensive client capabilities and solutions we offer,” said HALO CEO Marc Simon, a member of Counselor’s Power 50 list of the industry’s most influential people.

HALO’s solutions include promotional products, uniform programs and recognition/incentive solutions, all backed by technology capabilities that the firm said provide an advantage to its sales force and end-buyers.

“We have experienced exponential growth the past several years as a result of our investment in these increasingly more sophisticated service offerings,” said Simon.

HALO’s five-year average annual growth rate through 2019 was 25%. Based on 2019 North American promo revenue of $787 million, HALO ranked second on Counselor’s most recent list of the largest distributors in the industry. The new list is due out in July 2021. 

“This rebrand highlights the availability to HALO account executives of more robust selling tools that speak directly to the range of solutions we provide to help customers break through and achieve their business goals,” said HALO Senior Vice President of Marketing Jeffrey Wurtzel. “Our new brand story is focused on the value we provide in unlocking highly engaging experiences for our clients’ brands.”

HALO retained DeSantis Breindel, a B2B brand consultancy based in New York City, to help develop the new strategic branding approach. DeSantis Breindel conducted research with stakeholders, including current and prospective clients, to uncover market opportunities addressed with the enhanced brand, according to HALO executives.