Canlyte is Canada’s largest lighting products manufacturer and marketer.

BRAND CHALLENGE
To move a holding company "Canlyte," with previously little brand value, towards becoming a corporate brand with meaning, while also clearly positioning six loosely defined product brands under the Canlyte banner.

SOLUTION
We have moved the Canlyte brand from a little known holding company to a corporate brand with meaning. Research with Canlyte customers and staff identified the true value offered by the organization, positioning Canlyte as trusted specialists empowering the success of their customers. Each product brand was positioned on how they specifically help empower the success of their different customer targets.

RESULTS
Canlyte has integrated the Canlyte logo and messaging into each product brochure as they are developed. Customer education sessions have been wildly successful at building the image of the organization as the trusted specialist empowering the success of customers. Internal staff alignment activities have taken place to help employees understand how they can help support the promise made to customers.

“MFX Partners has helped us explore new opportunities with a focused marketing effort that helps us express our unique brand. They have excited us again.”
Carol McGlogan
Vice-President, Marketing and Distribution Channels