Simplifying the complex is what we love to do. Communication, trust, and authenticity define who we are.


We listen, authentically.

We’re here to tell your story. We dig deep to understand who you are and what you want to say.


We communicate often.

Clarity is key. It’s not only what you say but how often you say it


We align goals.

Scope creep isn’t an option. Discovery will align our goals with your needs and how we’ll deliver.


We meet deadlines.

We set realistic project expectations and timelines around them.


We encourage collaboration.

We’re only successful if our clients participate. No-one knows your business better than you.



Helping start-ups and mid size companies establish their brand (or Rebrand) from the ground up by delivering core assets to hit the ground running on day one.


We have been simplifying the user experience through creative design and modern technology for over 20 years. Our intuitive approach delivers better retention and more engagement.

Graphic Design

Our first true love, visual communications is at the root of our strengths. We’re happy to support the creative delivery of identity assets, posters, presentations, books and much more.


Experts in collaboration, we’ll become an extension of your internal marketing team creatively producing assets that will support new business objectives.


Jeromie established Primary Theory in the summer of 2002 with the intention of creating a small studio that provides tailored brand shaping and support services in a personalized manner. With extensive experience as a brand consultant and designer, he blends creative expertise with practical marketing strategies to generate tangible results for young and emerging businesses.

While he will serve as your primary point of contact and trusted advisor throughout the project’s lifespan, Jeromie also maintains a vast network of collaborators to assist as needed.


original; first or highest in rank or importance.


a belief or principle that guides action or assists comprehension or judgement.

Let’s do a 15 minute call.

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