Booking 2 projects for Q1 2027
Brands built from
first
principles.
A brand & marketing studio. We strip a business back to its primary parts — idea, shape, voice — and rebuild them into a brand that sells.
4.9/5 from 62 founders
(00) Brand & marketing studio
Strategy · Identity · Campaigns
Status · 2 slots open — Q1 2027
Rated 4.9 / 5 on Clutch
Trusted by 140+ founders
(01)
Statement
Writing…
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Impact
Numbers, not adjectives
Simple to work with.
Serious about results.
140+
Brands launched
Identities and campaigns for founders in beauty, hospitality, food and tech.
3.2×
Average lift in leads
Measured in the first 90 days after launch, across every retainer client.
94%
Client retention
Most clients come back for the next product, market or campaign.
Let's start building.
Two slots left for Q1. Book a 20-minute call and get a one-page plan within 48 hours.
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Selected work
2022 — 2026
Work that
performs.
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Client results
Two stories, real numbers
Fragrance · Paris
Case 01 · Identity + launch
Turning a fragrance studio
into a
cult brand.
Aube had a great formula and a forgettable look. We rebuilt the identity around one ritual, redesigned every touchpoint and launched with a 30-day reels programme.
212
%
DTC sales growth
Year one
128
K
Reel views
First 30 days
Read the case →
Case 02 · Brand world + social
Filling a boutique hotel
with
one campaign.
Twelve rooms, no budget for ads. We built a calm, sun-bleached brand world and a social system the staff could run themselves — then let the guests do the talking.
100
%
Occupancy
First summer
4.9
★
Guest rating
312 reviews
Read the case →
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Capabilities
Three disciplines
01 — The idea
Brand
strategy
Positioning, audience and architecture. The roadmap that decides what your brand says — and what it refuses to.
Positioning
Naming
Brand architecture
Messaging house
2–3 weeks
From $8k
02 — The shape
Visual
identity
Logo systems, typography, colour and art direction — built as a toolkit your whole team can use, not a one-off logo file.
Logo system
Typography
Art direction
Living guidelines
3–4 weeks
From $16k
03 — The voice
Campaigns &
content
Launch campaigns, social systems and performance creative that turn a new identity into new customers.
Launch campaigns
Social systems
Paid creative
Content retainers
Monthly
From $6k / mo
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Process
Seven weeks, start to launch
A proven process.
No guesswork.
01
Discover
Workshops, audits and customer interviews to find what's true about your business.
02
Define
Positioning and messaging on one page you'll actually remember.
03
Design
Identity, voice and a guideline system that keeps every touchpoint on-brand.
04
Deploy
Launch campaigns and content that turn the new brand into measurable growth.
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Studio
12 people, 2 cities
Senior people.
No hand-offs.
The people in the pitch are the people on the project. Strategists, designers and marketers at one table. Hover a name to meet them.
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The difference
Honest comparison
Why Primary over
everyone else?
A typical agency
✕
Seniors pitch, juniors deliver
✕
Brand and ads handled by separate teams
✕
Generic templates, refreshed every year
✕
Monthly PDF reports you never read
✕
Twelve-month lock-in contracts
Primary
✓
The people in the pitch do the work
✓
Strategy, brand and ads in one room
✓
A system built for you, made to last
✓
Live dashboard and a weekly call
✓
Fixed price, fixed timeline, cancel monthly
vs
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Pricing
Fixed scope, fixed price
Pick a
starting shape.
Sprint
Strategy and positioning in three weeks. Clarity before you spend.
Discovery workshop
Positioning & messaging
Brand strategy deck
1 private Slack channel
Brand
Most chosen
The full system — strategy, identity and launch toolkit — in seven weeks.
Everything in Sprint
Identity system & guidelines
Launch toolkit & templates
Two senior designers
Partner
2 spots
An embedded team for campaigns, content and paid creative. Cancel anytime.
Unlimited requests
Monthly campaign sprint
Social & paid creative
Weekly reporting
62%
more qualified leads in one quarter
“Primary redefined how we show up. We went from a pretty site to a brand that actually sells.”
Julian Ortega
CEO, Nordly
You focus on the company. We make the brand happen.
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Testimonials
4.9 / 5 · 62 reviews
Loved by founders.
Proven by numbers.
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Journal
Notes from the studio
Strategy · 8 min
First principles branding: why the best identities feel obvious in hindsight
Design
Five design trends worth stealing — and three to ignore
→
Marketing
How storytelling turns one-time buyers into regulars
→
(12)
Questions
Asked, answered
Founders and marketing teams in beauty, hospitality, food & drink, fashion, tech and premium services.
Most brand projects run six to eight weeks from discovery to launch. Partner retainers run monthly after that.
Yes — every engagement can be scoped to your goals, from a strategy sprint to a full rebrand and launch.
Everything: logo suites, type and colour specs, templates, source files and font licences, plus a living online brand book.
Brand and marketing live in the same team. The people who design your identity also launch it.