“I would rank Primary Theory in the top 3% of the website branding companies, and I’ve been in the industry since inception.”

– Jason P., Manager at The Southern Company

Internal Transformation.

The Southern Company Energy Innovation Center required more than a campaign; they needed a cultural catalyst to drive internal engagement. We acted as a strategic extension of their leadership team to design a compelling call to action that bridged the gap between legacy corporate identity and a forward-looking innovation mindset. This foundational shift turned a standard internal request into a movement that reached thousands of employees.

Brand Cohesion.

To ensure a competitive advantage within a Fortune 500 infrastructure, a brand must speak a unified language. We navigated complex pre-established guidelines to engineer a distinctive “sister brand” that combined existing identity icons with custom symbols. This brand overhaul delivered a fresh, dynamic persona that perfectly embodied the spirit of innovation while remaining anchored to the parent company’s authority.

Quality Execution.

A global brand system is only as strong as its technical execution. Faced with a legacy intranet system lacking modern standards, we moved beyond creative design to provide the architectural discipline required for a seamless HTML5 implementation. This partnership allowed their team to deploy a beautiful, intuitive interface that bypassed legacy limitations and ensured long-term operational success.

Primary Theory

25 Years of Strategic Design & Market Distinction
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