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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. 


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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

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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

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diversity in design campaign

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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.

subscription box

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Primary will also send out seasonal subscription boxes. Above are card designs for each season, with an example of what the back of the winter card would look like. 

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