Sharing Innovative Ideas

The Southern Company Energy Innovation Center wanted to spur new ideas from within. We helped to create a compelling call to action around a new website and marketing campaign. The result reached thousands of employees and generated a fresh spark of engagement.

Consulting / Branding / Web / Campaign / Assets

The company’s pre-established guidelines pushed us to get really clever. We combined their established brand identity icons with new symbols to create a fresh, dynamic new style. The result was a sister brand that perfectly embodied the spirit of innovation.

Their intranet technology relied on a legacy system from the early 2000s lacking today’s HTML5 standards. We viewed this as an exciting opportunity to overcome a limited functionality challenge. Our result was a simple, beautiful, intuitive delivery that ensured a seamless development implementation.

“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

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