We recently launched our new agency site and evolved brand. Let’s dive in and see what drove our thinking behind it.
Brand evolution
We’re big believers in evolution (no surprise) and are advocates of progressing brands rather than transforming them wholesale. The Primate name and logo hasn’t changed, but the tools we use to express ourselves have been matured and sharpened.
New typography is the main element of this approach, replacing old, thick type with something more streamlined and elegant. We’ve matured from our boisterous youth into our confident middle years. Our monochrome colour palette remains, perhaps even more emphasised than ever, but still with splashes of colour.
Illustration stays, but again, it’s honed into a finer style. The use of these graphics allows us to convey abstract concepts (strategy!) with simplicity and ease. It also makes for a great tool in our pitch decks.
Finally, our childish sense of humour is still there, hidden away if you can find it. We may have grown up, but we’re still kids at heart.
Less is always more
Just like our brand, we took a minimalist approach to content. An issue we come across with many projects is the temptation to kitchen-sink it, either driven out of a need to state everything in the most verbose fashion possible or fear of leaving even the smallest detail unspoken ('cause how else would people know everything you do??). Confidence, we believe, comes in the form of letting your work and brand speak for itself. Let the customer come to you.
The new Primate site is also our best performing ever and scores an A for desktop speed and a B for mobile. Performance is an incredibly important metric in web site creation (people’s attention spans are less than ever - see above) and we like to put our money where our mouth is. Fast and to the point is our motto. Just like this paragraph.
Hidden secrets
Of course, no site of ours would be complete without a few hidden gems to find along the way. We like to stuff in little nuggets of fun, surprises that excite and delight users when (or if) they find them. Some are so well hidden only the most dedicated will come across them.
Why do we do it? We believe that even if only one person finds one of these secrets, it will make it worthwhile. We just want to make at least one person smile. That and we built this site as much for ourselves as anyone else and we wanted to have some fun along the way.
There you go. Our new site and evolved brand. We hope you like it!