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 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.
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.
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.
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.