Case Study: PRIMO

Primo needed a refreshed visual identity that clearly communicated what they stand for: strong execution, precision, and quality workmanship. The brand had to feel confident, sleek, and intentional across every touchpoint.

Objective: Create a cohesive identity system that:

Establishes Primo as a high-quality service
Differentiates between their corporate/client-facing brand and their freelancer-facing communication
Appeals to new crew by balancing professionalism with approachability
Builds a visual foundation that can expand into future digital platforms, including their upcoming website

Creative Approach:

The visual direction began with a bold blue-on-black palette paired with a clean, grid driven typographic system. The business cards set the tone: minimal, premium, and tactile, featuring an embossed logo and a custom QR code for instant access to Primo’s platforms. This foundation expanded into letterheads, envelopes, stationery, and internal documents all designed for consistency, clarity, and a refined, professional feel.

For freelancer-facing materials, the tone and look shifted subtly. The design remained sharp and modern, but introduced softer visual cues to communicate reliability and a people-first approach. The goal was to make new crew feel welcomed and confident that Primo is the company worth joining.

Outcome: A unified brand system that elevates Primo’s presence on both the business and recruitment sides of the company. The identity is premium yet adaptable, professional with an approachable edge, positioning Primo as a trusted partner for clients and an aspirational agency for freelancers.

Services Provided:

Brand direction & visual identity
Business card design
Letterheads & envelopes
Stationery
Internal and client-facing documentation
Freelancer-facing design system & tone of voice
Website design (coming soon)