[Primary]
When we started working on
@primarydotcom ,
@meg_wilder was pregnant with our first daughter, Kenna. Thereâs something about having a child on the way that reframes everythingâespecially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personalâlike we were designing for her future too.
Primary was founded by two parentsâGalyn and Christinaâwho were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.
So our partnership with Primary became a dialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named âThe Primariesâ which became the heart of the identityâshapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didnât just include everyoneâbut celebrated everyone.
Primary doesnât make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color theyâre feeling today. To grow up with less shame, more joyâand a deep, lasting sense of self. Thatâs what we wanted to design for. Thatâs the world we want our daughter to grow up in.
Live your true colors.
Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins
#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography
![[NYBG]Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBGâs deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.âDo right by natureâ became our north starâa simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every elementâfrom the custom type to the color palette to the grid drawn from the glass of the Conservatoryâwas designed to feel rooted and responsive, seasonal and lasting.Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped thisâacross strategy, design, and voiceâit was an honor to work on something this meaningful, and this alive. Credits:@janeboynton@nineteen_nan@junki.jh@analucamargo@forsythmeg@ehghs@draeger@chaaaavez@jason7556@dasrauschKatherine Pisarro-Grant@etiennegodiard@ryanbugdenGrace PaikRemy Laughlin@wolffolins@nybg](https://sp1.picnob.com/p/pt_6757566730705324554115_0_e1b688c31d80560830115b83c3627940.jpg?o=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&h=feb65e10857891922e5e6b2664271817)
![[Anson Calder]Anson Calder designs products with a kind of quiet inventionâmodular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isnât just a detailâitâs a design language that allows the product to shift and respond as you move through the world.We worked with their team to expand the brandâs story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isnât the endpointâitâs a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.Grateful to the Anson Calder team for the trustâand to the small but mighty team on this. Fun fact this is the only project Iâve ever done a brand immersion living in an Airbnb with a client. A great story for another time @thisiscollins@leoportooo@sanukkim@therealemilymorris@alex.wallace.vt@marijuliano@anngoeswest@ericpark909@tomasmarkevicius](https://sp1.picnob.com/p/pt_6724655269496855642217_0_77e25f0f3a122dc6080555bf2cfa7545.jpg?o=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&h=9cb248a70e07da225dd5fef7d47caefb)
![[Primary]When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. Thereâs something about having a child on the way that reframes everythingâespecially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personalâlike we were designing for her future too.Primary was founded by two parentsâGalyn and Christinaâwho were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.So our partnership with Primary became a dialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named âThe Primariesâ which became the heart of the identityâshapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didnât just include everyoneâbut celebrated everyone.Primary doesnât make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color theyâre feeling today. To grow up with less shame, more joyâand a deep, lasting sense of self. Thatâs what we wanted to design for. Thatâs the world we want our daughter to grow up in.Live your true colors.Credits:@dashodil@jumpjirak@therealemilymorris@georgelavenderr@okheymaddy@primarydotcom@grillitype@thisiscollins#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography](https://sp1.picnob.com/p/pt_6757433039324462216770_0_6b3de941e80a4492108edf2eba516469.jpg?o=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&h=8599e727b867ce49ca8e94f1e4e9c453)
![[BMG]We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.The dynamic new symbol brings energy and movement to BMGâs visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. Much appreciation to our amazing partners @thenewbmg ïž CREDITS@wolffolins@georgelavenderr@erikbvaage@meyersbg@rasmusanilsson@nicolo_bernardi_@nineteen_nan@commercialtype@createprint3d@catreenyoon@in.in.___7@maxitype_com@michelebkim](https://sp1.picnob.com/p/pt_6757491447352629361067_0_314af399e7f18404c22f4c0e3acc6d96.jpg?o=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&h=1c6e2af568bf11670dc6231644635cbd)
