About
Est. 2011
Lisbon · New York
A small studio for
ambitious
brands.
Twelve people, two cities, one table. We have spent fifteen years helping founders turn good products into brands people choose on purpose.
(01)
Our story
Since 2011
Primary started in a two-desk room above a print shop in Lisbon. Aya had spent a decade in big agencies watching great ideas die in hand-offs — strategy in one building, design in another, the launch handled by someone who had never met the founder.
So we built the opposite: a single senior team that takes a brand from the first workshop to the first campaign. The people in the pitch are the people on the project. Always.
“We don't design for the reveal. We design for year five.”
Today we are twelve people across Lisbon and New York, working with founders in fragrance, hospitality, food, fintech and travel — and still printing every identity before we present it.
(02)
Principles
How we work
Three primary
rules.
Principle 01
Start with the idea
Every project begins with one sentence everyone can repeat. If we can’t write it, we don’t design yet.
Principle 02
Build systems, not logos
Toolkits your team can use for years — templates, rules and examples, not a single precious file.
Principle 03
Measure what it sells
We track the launch with you. A brand that looks great and sells nothing is a hobby.
(03)
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.
(04)
Recognition
Selected awards
Noticed by
our peers.
2026
Awwwards
Site of the Day — Halcyon
×2
2025
D&AD
Wood Pencil — Aube packaging
×1
2025
Brand New
Noted — Kinetic
×1
2024
Pentawards
Gold — Nata milk packaging
×1
2024
Pentawards
Silver — Oro coffee
×1
2023
Awwwards
Honorable Mention — Ferro
×3
(05)
Testimonials
4.9 / 5 · 62 reviews
