Primary Works

Over the last year, we’ve been working with a USA-based media personality on the branding of a new AI-powered fintech app. Excited to share more once it’s officially launched, but for now here’s a peek at the brand’s central symbol / character, derived from the simple iconography of the dollar coin. Full case study coming soon. 3D rendering by @96namp

Signing out for 2025! Here’s a look back at the year that was, including a little peek at some exciting stuff launching early in 2026 👀 Thanks to our clients and collaborators — see you on the other side! ✨ Work made with: @kaleido.tv @andy__digital @basic_systems @tomorrowhappens @mccartneyk @svmorganwork @patrickmmason @studiolathe @sitebysasha And huge thanks to @harveysutherland for the tune 🔉!

New case study! Identity system and website for Archer office, a Sydney-based architecture practice known for their well-crafted and considered public projects. We worked closely with director Tomek Archer to develop an identity system and website that would communicate their capabilities, ethos, and growing portfolio. From our early strategic conversations, a conceptual framework emerged. Built around Tomek’s belief that projects should speak for themselves and remain objective, neutral and flexible, the idea could be summarised by a favourite phrase: “it is what it is”. By taking this rather literally, we arrived at the identity’s core motif, playing with stacking and repetition to achieve a rhythmic, systematic type treatment that is grounded in a blunt, almost brutal objectivity. The website takes the index as the central experience, integrating projects, news posts, and research articles into an ever-growing and evolving archive. A layered filter system allows users to search by project typologies and thematic interests, creating new and unexpected connections across scales and content types. Client: @archeroffice Web development: @studiolathe Photography: @hamishmcintosh Type: Diatype @abcdinamo

James Garvan Architecture is a Sydney-based practice focused on highly bespoke residential work. As a solo practitioner, James’ fastidious and personal approach recalls the work of a tailor or craftsperson, treating every project with the utmost care and attention to detail. We highlighted these qualities by creating a monogram that interlocks the letters J, G and A, with tri-line construction that mirrors the geometric forms and rhythmic patterns found throughout the projects. This distinctive symbol functions as a seal of quality and a nod to design details, while a vibrant deep blue is used sparingly to evoke the coastal context and bring energy to the brand. A minimal and unconventional portfolio website (beautifully built by @tomorrowhappens ) aims to maximise the impact of imagery and allows for an immersive, editorial-style browsing experience. Client: @jamesgarvanarchitecture Web development: @tomorrowhappens Type: Selecta and Rhymes by @maxitype_com Site sign: @domusvim Thanks to James and @mccartneyk for the trust!

Identity for our friends at Wombat Bikes, a new range of cargo e-bikes that are entirely Australian owned and designed. Aimed at urban families seeking a more sustainable and fun way of getting around, their identity needed to feel friendly, robust and reliable. Our custom logotype evokes their marsupial namesake by leaning into chunky forms and curves, resulting in a mark that’s solid and strong, but still warm and approachable. Accompanied by a secondary mascot icon, these elements play out alongside a muted palette that recalls the Australian bush, with a pop of vibrant orange that speaks to the brand’s energy and signature frame colour. After creating the identity during the very early days of the studio, it’s great to see the bikes now launched and rolling through the streets of our cities! Full case study now live on our website. Client: @wombat_bikes Photography: @jacobboll @dan_knott

New work: Identity and temporary site for @choistudio — a new architecture practice with a deep interest in place and possibility. Founded by director John Choi after 25 years of co-directing the acclaimed practice CHROFI, the new studio launches with a talented team and a raft of projects in development and under construction. A real honour to help John, Dijana and team define their work and bring this next chapter to life. Plenty more to come! Web build: @svmorganwork

New website now live. It’s been almost three years since the foundation of Primary Works, and we’ve finally built a place on the internet that feels like home. Focused on simple case studies that shed light on our process and practice, it’s a place that will continue to grow alongside the studio, with plenty more content to come. A massive thank you to our trusting clients and talented collaborators who have been part of the journey so far! www.primary.works Type in use: KH Teka by @khtype Track: Skee Mask - Routine #primaryworks #brandidentity #webdesign #graphicdesign #digitaldesign #siteinspire #visuelle #typography #grafikfeed #designeverywhere

It’s always nice (and rare) to have work published in print! Poster Archive 200 is a new book from @offcuts.store that features 200 posters from a global selection of design studios. Honoured to have our poster for @other_matter included alongside work from some of our favourite designers. 💚 Check it out and grab a copy! 📖✌️

New work: Brand identity, website and collateral for Adriano Pupilli Architects, an award-winning practice based on Sydney’s Northern Beaches. Adriano’s work ranges from significant civic buildings to clever residential alterations, as well as an outreach program focused on improving facilities for remote indigenous communities. At the core of this varied portfolio is the belief that good architecture should benefit all people, and not just a privileged few. We developed a brand and positioning that captures this ethos. Technical, yet warm and subtly imperfect, the typographic language and colour palette speak to experimentation and materiality, while the dynamic website layout allows the viewer to explore the diverse work of the practice with ease. The overall result is an identity that feels human, approachable and distinctive, without losing the flexibility to perform seamlessly across scales and clients. Visit adrianopupilli.com.au Client: @adrianopupilliarchitects Website development: @svmorganwork Type: RB Rational Neue by @studio.renebieder Photography: @simonwhitbreadphoto and @hamishmcintosh Signage: @domusvim

Recent brand work for @crushes.studio , an online florist based in Melbourne and helmed by ex-ID magazine editor Briony Wright. The identity leans in to the vibrancy of her arrangements and personality. Happy Feb 14! ❤️🌹❤️

SUPERSENSE is an inter-disciplinary practice that works across exhibition design, place activations and the public realm. Working in close collaboration with their team, we created an identity and website to reflect their focus on sensory experiences steeped in culture and narrative. A series of shifting colour fields greet the user on arrival, giving way to an immersive portfolio that allows for rich video and imagery alongside a dynamic navigation and information panel. This expanding and contracting overlay allows viewers to control their experience, able to remain fully immersed or dive deeper into the details of each project. A big thank you to SUPERSENSE for the collaboration and trust. Client: @supersense.studio Website Development: @svmorganwork Type: Untitled Sans @klim_type_foundry and Riforma @lineto_com

Happy to share that our work for South East Centre for Contemporary Art (SECCA) is a finalist in two categories at this year's AGDA Awards! In the running for Brand Identity and Design Crafts (for the bespoke typeface SECCA Display – full credit to type design master Wei on that one @w__h____ ) Congrats to all the finalists, always so much nice work to look at in the gallery. @agdadesignawards @agdagram