“There are those that look at things the way they are, and ask why? I dream of things that never were, and ask why not?” – George Bernard Shaw

This famous quote captures the spirit of the rebranded PRIMARY. After three decades operating as Primary Design, we took stock of what we have become as an organization, and dreamed ourselves into an agency without limits. By dropping our last name, we’re making a statement about the singularity of our nature.

Design is still a central part of our DNA, but it’s on an equal footing with our Strategy, Visualization, Web Development, Creative, Media and Analytics services. Many of our clients want one, all, or a mix of our services, so we incorporate them into a holistic, integrated marketing agency with a 360-degree approach.

Our new logo embodies our core value of engagement. It acknowledges that our clients may come to us for answers, but what they get is open and honest dialogue. We ask them difficult questions that take them out of their comfort zones to break down bias.

We believe in the transformative power of questions. Questions reveal truths. Truths lead to insights. Insights lead to plans. Plans to actions. Actions to outcomes. We believe that to transform anything, you have to question everything.

This website is a reflection of our philosophy. Visitors are greeted with questions they may have, and we showcase our services and relevant work that addressed similar challenges.

Years of branding and rebranding our clients have taught us a lot, and we know it’s not easy to change. One thing should be clear: We work to change perceptions, to change beliefs, and to change possibilities. Our business is transformation. We apply an artist’s eye for detail to a cognitive scientist’s appreciation for what motivates people.

We hope you enjoy the new look and feel of PRIMARY.

Dream big!