client
PRIMER
Year
2022
ROlE
Strategy
VISUAL IDENTITY
ART DIRECTION
Web design
SOcial brand
A place for kids to learn and discover, together
How can we create an education system that prepares today’s kids to take on tomorrow’s challenges? Give them space to explore their interests. Teach them how to think, not what to think. Challenge them to dive deeper into their passions. And never underestimate them.
Since 2020, the team at Primer has been building exactly that. From online clubs to in-person microschools, they’re building the education experience kids deserve, empowering future generations to bend the arc of history. When the team at Primer got in touch, I immediately connected with their vision and brought on my creative partner, Danielle LaRoy, to get started. What came next was a holistic brand endeavor to bring the magic of Primer to life, from brand positioning and voice through visual identity and web.
BRAND IDENTITY
Building worlds of wonder
What happens when you encourage kids to be curious? They build worlds. They write stories of far-off lands, code into uncharted territory, and engage with the mysteries of the universe. Our visual identity system is an invitation to explore these worlds of wonder and step into the surreal. A vibrant gradient color palette infuses the brand with energy and custom illustrations by Paulina Almira make the whole system sing.
Verbal Identity
Putting kids in the driver’s seat
During our strategy phase, we saw that most educational apps for kids speak to parents, teachers, babysitters—almost anyone but kids. We knew we wanted to change that. So we shaped a verbal identity for Primer that put kids in the driver’s seat. Fueled by open-ended questions and short, snappy sentences, we speak directly to kids, bringing our own energy and curiosity to the table so that they can do the same.
BRAND LAUNCH
For clubs, schools, and beyond
Having just raised their Series A, it’s early days for Primer, and the possibilities are endless. Our new brand and website are designed to scale with them as they grow, providing a solid foundation to build on and inspiration for a bright future ahead.
