primary
brand identity | adobe illustrator + indesign
+ XD | 2022
Primary is an online and in-store retailer that sells stationery and ephemera with a focus on delightfully good design of their products. Their inventory is sourced from around the world, often including vintage items. When designing the brand identity, I wanted to focus on combining mid-century modern and contemporary influences to reflect the style of their products. Overall, I wanted to emphasize the ideas of design, daily life, and modernism.
ideation
Ideation began with a mind map to pin down the most important attributes and values of the business. I then sketched symbols for the most important descriptors, and then began sketching the logo. I ended up with two final directons.
final logos
The final logo is inspired by looking outside of a window to reference the main idea of daily life. I stuck to strictly geometric shapes to allude to modernism and design, and created an overlapping effect inspired by risograph printing to reference vintage influences.
standards manual
I also developed a comprehensive manual of guidelines for applying the brand identity. It includes every aspect of the identity system and explains the best practices for use.
business system
website
newsletter
diversity in design campaign
A campaign for Black History Month to support Diversity in Design collaborative. I designed a poster to be placed in store windows as well as an instagram post adaptation.
