Primis: Brand Concept

Primis is a concept sportswear brand I created and developed from the ground up, originally as a capstone project in college and recently expanded with new marketing collateral. With no brief and no constraints, it became an exercise in building a brand with a clear point of view from scratch.

The name came first. Primis, Latin for "first," set the strategic foundation for everything that followed. The logomark translates that idea into form: a fluid script that merges a "P" and a "1" into a single unified mark, communicating primacy and momentum in one gesture. Paired with a bold, modern wordmark set in Arkhip and a secondary typeface in Suprema Extra Bold, the identity system is built to feel powerful and performance-ready, a deliberate nod to the visual language of major sportswear brands while carving out its own territory.

The color palette of red, black, and white was chosen to reinforce the brand's core idea: power, drive, and clarity. Nothing decorative, nothing diluted.

The collateral extends the brand across billboards, subway advertisements, and social media graphics, each featuring athletes across disciplines from track and basketball to soccer, tennis, and golf. Rather than centering one sport or one type of athlete, Primis positions itself as a brand for anyone who competes. The taglines are short, direct, and motivational, designed to feel like something you'd see on the side of a building and actually remember.