Insight
Data is only powerful if people can actually understand and act on it.

Tension
Most AI and data brands feel cold, complex, and indistinguishable making it difficult for users to trust what they’re seeing.

Idea
We built a bold new identity system for Primer.ai that transformed complex data into a clear, confident brand experience designed to make intelligence feel human, accessible, and actionable.

My Role: Creative Director
Project Partners: Thinkingbox
Client: Primer.ai