Primary

Work

To learn more about how we can help your brand, see some of our work.

Industries

  • Consumer Packaged Goods
  • Real Estate Marketing
  • Travel & Hospitality
  • Tech & B2B
  • Not-for-profit
  • Sports & Leisure

Consumer Packaged Goods

Big Ideas Come In Small Packages

We go way beyond the logo and packaging design for our CPG clients. We create seamless customer experiences that bring a brand’s identity to life in engaging online social media storytelling, dynamic websites and in real life point of sale. That’s how we take small packages and make them feel big to consumers.

Real Estate Marketing

Building Brands That Move People

We’ve developed our expertise in real estate marketing while working with some of the nation’s largest multifamily real estate developers and property management companies to drive leasing coast to coast. Because a sense of community doesn’t happen by chance, nor does leasing up 1,000 apartments; it happens by design.

Travel & Hospitality

Putting Brands On The Map

From marketing a new way to fly the skies, to rebranding a Country Club and popular wedding destination, to branding and designing a website for a boutique hotel in The Big Easy, we reach audiences in powerful ways before, during and after their adventures.

Tech & B2B

Creating Business Is Our Business

From startups disrupting an industry to established industrial brands, we’ve created results for businesses and have changed the way they are seen for the better. Our tactile approach and capabilities allow us to fully immerse ourselves in our clients' businesses and deliver marketing plans that move masses.

Not-for-profit

Helping Brands Find Their Voice

Greensboro Children’s Museum came to Primary with a challenge: grab consumers emotionally to drive engagement with the community, drive brand awareness, and activate donations. We built our plans on the strategic insight that play is a value that will carry a child through life.

Sports & Leisure

Giving Brands Selling Power

We’ve always been driven to create memorable web experiences and now we’ve taken it a step further. As form dictates function and function influences layout, we’ve melded our digital development with the popular Shopify e-commerce platform to keep audiences engaged and enticed to buy.

Clients

  • Bluewater Farms
  • The Tap Brewing Company
  • Martha's Vineyard Dressing Co.
  • AvalonBay Communities
  • Crocker Partners
  • Bell Partners
  • Canal Crossing
  • CharterSearch
  • Edgewood Country Club
  • Merrimack Valley Planning Commission
  • Thermatron
  • Woodmont Properties
  • Greensboro Children's Museum
  • FlingGolf

Bluewater Farms

For the launch of a new line of superfruit cranberry beverages, we developed a powerful Crancrafted position for the Bluewater Farms brand and refreshed its logo. We then defined a compelling persona in our Cran-man character; redesigned all packaging; crafted an online home; and drove higher awareness and engagement with ongoing storytelling and paid media. Try it! It’s delicious – and good for you.

The Tap Brewing Company

Great-tasting beer in cool packaging can achieve cult status. We helped a local brewery reflect an attitude as funky and fresh as its recipes. We evolved the Tap Brewing Company’s logo and then rolled out a whole new packaging system that caught the craft brew scene off guard—in a head turning double-take with brightly covered cans. Intergalactic Acid anyone? Find them at “packies” across New England.

Martha's Vineyard Dressing Co.

We believe in the power of place to really establish a brand. Primary rebranded Cape Cod-based salad dressing company Chilmark Foods as Martha's Vineyard Dressing Co. and developed a quirky, fun and approachable identity. From the packaging of its bottles to the design of its website, we covered everything. Sort of like the dressing on your salad.

AvalonBay Communities

We designed the original Avalon Properties brand in 1992 and grew with them as a partner when they purchased Bay Communities in 1998 to become AvalonBay. Since then, we’ve helped Avalon become one of the nation’s most respected REITs by developing advertising campaigns, events, interior and exterior graphics, printed collateral, 3D floor plans, email marketing campaigns and websites.

Our recent marketing efforts in 2017 drove thousands of leases at 20 separate communities in seven states, coast-to-coast, for the AVA and Avalon brands.

Crocker Partners

Recently deemed the largest office landlord in Florida and the 39th largest in the US, Crocker Partners wanted to reset their online presence to showcase their growth as a commercial real estate developer. By diving into their investments and illustrious history, we created a well-rounded site that champions their acquisitions to-date and highlights their dedication to mixed-use office developments.

Bell Partners

For Bell Partners we work on everything from compelling identity development, to targeted social and digital campaigns, and even larger-than-life murals and graphics that transform neighborhoods (Our #WesternDog mural in Austin for Bell South Lamar has become something of a social media star!).

We’ve helped Bell Partners market communities through to stabilization and have also actively assisted with Corporate Social Responsibility initiatives, quickly designing and launching a donation site after Hurricane Irma.

To showcase real-world benefits, we’ve produced consumer insight videos promoting why actual residents choose to live at Bell.

Canal Crossing

Canal Crossing is located in Hamden, CT next to the very desirable Whitneyville neighborhood. To draft off the attractiveness of its neighbor, we transformed the location of Canal Crossing into ‘Whitneyville West’.

We devised an identity steeped in the nostalgic railroad heritage of the locale (our logo was inspired by locomotives) and brought the development to life in train ticket-themed business cards and stationery; a website with community renderings; and online, print and outdoor advertising.

Woodmont Properties

Woodmont is growing the number and value of its portfolio holdings, and we have partnered with them to help brand and market individual communities and their corporate online presence along the way. The new corporate website we developed is the expression of our engineering best practices, and articulates a clear brand message that will position them for even greater growth in the years ahead.

CharterSearch

CharterSearch, a national air charter arrangement service, flew in for a complete brand makeover that included a sleek logo and compelling tagline: Find your wings. Our new brand identity and supporting visual language really took flight with a website, trade show booth, brochure, pocket folder and stationery system.

Edgewood Country Club

The renowned Bergen County country club now truly has “An Edge on Impeccable” – and not just with that positioning line we developed for them. We designed their new website, stationery, e-blasts, direct mailers and advertising. With content marketing focused on the experience of brides celebrating at this wedding destination, and the talented staff, we turned positive reviews into powerful word of mouth.

Merrimack Valley Planning Commission

Spanning across 15 cities and towns, the Merrimack Valley Planning Commission has been working to spark more entrepreneurial initiatives like the ones that gave rise to the region over a century ago. With a wealth of knowledge at hand, MVPC tasked us with stimulating economic development within the region by leveraging its valuable resources to inspire tomorrow’s entrepreneurs.

To drive home their ambition for growth we created the campaign, Here For The Making to serve as the foundation for their initiative, hosted at wearemv.com. Through an interview series we highlighted four of today’s makers, learning about their trials and triumphs; painting a picture of the region, proving the pulse of the Valley is alive and well.

Thermatron

Who knew thermal engineering could look so good? Our client challenged us to put all of its information online for engineers. Not only did we deliver a website that’s packed with more information than the thickest engineering textbook, we also included 42 datasheets that were the equivalent of almost 300 pages of print material. We wrangled a staggering volume of information into a slick and visually appealing package with web-ready visual assets.

Greensboro Children's Museum

Our ‘Give Play for Good’ campaign took a holistic approach that included our production of a donation page content hub; three broadcast public service announcements that aired on TV and online; email and direct marketing; and social content creation.

GCM has seen increased memberships, admissions sales, and sold out summer camp, cooking school program, and fundraiser gala.

FlingGolf

By combining the lacrosse throw with the rules of golf, New Swarm Sports created FlingGolf, which uses a cradle to both throw and putt the golf ball. Within a few years, the sport has traveled overseas to European countries and even launched in New Zealand. And with over 35,000 golf courses worldwide, they needed a seamless web experience to show the world how easy it is to learn, shop, and play the game.

From UX workshops to developing an engaging experience for multiple audiences, we flung together a new website to launch the brand and its voice with embedded tool kits, Shopify integration, and even build-a-stick functionality. Ready to give FlingGolf a swing?