PRIMUS
RE-BRAND
THE PROBLEM
Everyone in legal services uses the same words. What separates one firm from another is how those words get played. PRIMUS wanted a re-brand that threw out the category’s old-fashioned ideas rather than polishing them, and spoke directly to the people who matter most to the firm.
Our solution
The New Wave movement became our guiding light, and stencil graphics our weapon of choice – a symbol of renewal and a statement of defiance against the old. The result is a bold identity that treats legal services as something to rewrite rather than inherit.
