Exceptional branding built for real-world impact.

  • Velocrit - Naming & Branding

We believe startups and institutions deserve timeless branding engineered around outcomes that matter.

Startups

Clarity of Offering   /   Rise Above Noise   /   Earn Trust

Institutions

Lower Accidents   /   Increase Participation    /   Align Departments

Awareness Campaign → GEORGIA TECH
Georgia Tech  PPE Awareness Campaign
They knew the safety rules and tuned them out. So the campaign made the danger real, not abstract. Accidents dropped by more than 50%.
Brand Positioning → VELOCRIT
Velocrit  Naming · Brand Positioning · Identity
A tax-credit platform needed a name with the weight of serious finance and the feel of speed. Built to look as natural on an F1 car as a term sheet.
Packaging & Identity → SWEET CHEATS
Sweet Cheats  Brand Identity · Packaging
Rebrand for an established baker, plus identity and packaging for their first retail product, a cake-in-a-box built to sell off the shelf.
Brand Identity → SMITH HARPER GREENE
Smith Harper Greene  Brand Positioning · Identity · Art Direction
Brand identity for a women's wear label going public, plus art direction for the launch shoot. Soft palette against bold shapes, built to match the confidence of the clothes.
Safety Campaign → UT SOUTHWESTERN
UT Southwestern  Safety Campaign · Branding
A campaign about sharps safety in a building full of experts. We connected on their terms. Protection is the point.
Brand & Culture System → ITS SOFTWARE
ITS Software  Brand Identity · Culture System
Up against Google and Amazon. A better culture than the big box, so the new identity was built to prove it. It changed the odds.

Clarity without compromise. 30 years of master creative direction. High-touch partnership. Delivered in 8 weeks flat.

Startups

8 Weeks Build  /  Stand Out Brand   /  Founder-Led Strategy

Institutions

Behavior First /  Brand Compliance  /  Post Launch Support

  • "Jeromie's strategic work on our employer brand transformed how we communicate, directly driving a significant increase in internal engagement and accelerating our recruitment pipeline.”

    - Patricia A., ITS Software

  • "I’ve been in this space since its inception, and I would rank Jeromie in the top 3% of brand strategists. He doesn't just build identities, he creates enterprise-level brand systems that drive clarity across complex organizations."

    - Jason P., The Southern Company

  • “Working with Jeromie on our brand strategy was like putting on glasses for the first time. Our market positioning became clearer, our messaging gained focus, and we immediately stood out in a highly commoditized industry.”

    - John T., ELEMENT CPAs

Georgia Tech University

They knew the rules. We made them care.

We rebuilt how safety felt, not just how it looked—slashing lab incidents by 80%.
View Case Study

30 years gets you there in 8 weeks.

Agencies take six months because six people sit on every Zoom call. Two-week sprint shops move fast because they rely on rigid visual templates. We sit in the sweet spot: enterprise-grade strategy and high-concept execution, delivered directly by a 30-year practitioner.
 ITS Software

Up against Google and Amazon. We shifted the odds.

Rebuilt the employer brand around culture over corporate bloat—driving a 50% increase in internal engagement and top-tier recruiting.
View Case Study
Insights

When everything is a commodity, what makes you irreplaceable?

Jeromie Neidlinger

May 27, 2026

Read Article

Before the scope is written, let’s talk.

I turn the thing you can’t articulate into the only thing that matters. Tell me where you are and where you need to be.
Jeromie Neidlinger, founder of Primary Theory
404-915-4220 jeromie@primarytheory.com
Let's Talk