I’m Jeromie.
I’ve spent 25 years turning forgettable brands into ones people actually give a damn about. I’ve been doing this since most founders were in high school. Big companies (Coca-Cola, Georgia Tech, UPS, Home Depot) and scrappy startups nobody’s heard of yet. Same story every time: good idea, shitty brand, money left on the table. At some point I got sick of watching it happen. Sick of “safe” logos that blend in. Sick of $20K websites that don’t make a dollar. Sick of agencies charging for 47 rounds of revisions because they never nailed the story in the first place. So I burned it all down and started Primary Theory.
One rule: Damn Good Design or nothing.
No committees. No fluff. No 200-page brand books nobody reads. Just the raw truth, the one story only you can tell, and a brand that finally feels like home.
Primary Theory handles creative, design, and branding for clients facing real problems. Founded in 2002, we’ve delivered national campaigns for The Home Depot, launched startups with branding that sticks, and teamed with Georgia Tech on EHS initiatives that cut incidents through targeted visuals and messaging.
We start with the basics. First principles (“primary”) and tested methods (“theory”) to solve complex challenges that resonates. Nimble setup means we deliver high quality without the bureaucratic latency of bigger agencies.
Collaborative from day one, focused on results that last. We’re ready to do that for you.
One rule: Damn Good Design or nothing.
No committees. No fluff. Just the raw truth and a brand that finally hits.
Pri•ma•ry:
original; first or highest in rank or importance.
The•o•ry:
a belief or principle that guides action or assists comprehension or judgement.
“It’s rare to find a company that is insightful, strategic, nimble and incredibly talented.”