Moving beyond symbolism to build a brand that communicates.

Prymate’s previous identity was visually strong but strategically narrow. The brand leaned on an aggressive, literal symbol and a rigid typographic system that limited how the business could show up, scale, and speak to a broader audience. My role wasn’t to amplify what was already there, but to reassess it. The challenge was to move Prymate away from a static, emblem-led identity and toward a system that could communicate ideas, support storytelling, and flex across modern media touchpoints. Working closely with the Founder Geoff Ducette, we stripped back unnecessary complexity, softened the visual aggression, and rebuilt the identity around clarity and adaptability. The aim was not to dilute the brand, but to make it more usable, more inclusive, and more relevant to the spaces Prymate operates in. This transformation focused on creating a brand that could live comfortably across decks, digital platforms, and content - without losing authority or intent.

What this change enabled:

1. A broader, more approachable brand presence: Moving away from overly masculine cues to open Prymate up to wider audiences and clients.

2. A flexible, system-led identity: Replacing a static emblem with visual tools designed to support communication and storytelling.

3. Improved digital performance: Simplified forms and typography that scale cleanly across modern, screen-first environments.

4. Clearer strategic positioning: A brand that reflects Prymate’s role as a thinking partner, not just a production outfit.

5. Room to evolve: An identity built to grow with the business rather than constrain it.

Prymate’s rebrand wasn’t about aesthetic preference, it was about removing friction. The result is a brand that communicates more clearly, adapts more easily, and better represents the way Prymate actually works.