Not Secondary launches renewed website and brand experience
Not Secondary, a consultancy firm specialising in secondary benefits, today unveils a completely redesigned website and brand identity. With this step, the firm makes its positioning, story and growth ambitions more visible and consistent, in line with the next phase of the business.
The rebrand follows a period of strong development. Not Secondary has grown in recent years in terms of projects, partnerships and impact within organisations. At the same time, the company evolved from purely consultancy to a combination of consultancy and technology, with the introduction of its own software solutionTotal Benefits in early 2026. That development called for a brand that supports both pillars and conveys the same promise.
The new website puts the Not Secondary story front and centre. Alongside a clear positioning and sharpened service offering, the site makes room for client stories, knowledge and inspiration around secondary benefits, as well as a clear introduction to Total Benefits.
The brand identity has also been completely refreshed. The logo, colour palette and typography have been refined to better reflect what Not Secondary stands for: clear choices, substantive sharpness and an accessible, people-first approach. The previous, more activist aesthetic has made way for a style that better suits Not Secondary's role as an independent specialist and strategic partner.
"Over the past few years, we noticed that we would often dive straight into the content, while the story behind Not Secondary became less visible," says Paul Brink, founder of Not Secondary. "That story is precisely what matters. It shows why we exist, what we stand for, and why secondary benefits are never secondary to us. With this new brand experience, we're telling that story clearly and consistently again."
The name Not Secondary remains the foundation throughout. The firm focuses exclusively on secondary benefits, yet considers everything that has such a significant impact on employees' lives to be primary. That idea is subtly echoed in the refreshed logo, in which a hidden '1' references 'Not Second'.
With the new website and brand identity, Not Secondary aims not only to connect better with clients, but also to attract professionals who want to help build the company. In 2026, the team will continue to expand, including around the development, sales and marketing of Total Benefits.
The redesigned website can be found atwww.notsecondary.com.
About Not Secondary
Not Secondary has been active since 2020 as a consultancy firm specialising in secondary benefits. The company helps organisations optimise, structure and communicate their benefits package. With the introduction of Total Benefits, Not Secondary combines consultancy with technology to make benefits more strategic and better substantiated.
For more information:
Website:www.notsecondary.com
Contact: Paul Brink, Founder, Not Secondary
E: weare@notsecondary.com
T: 06-20543114
