We are a strategic brand company built to create real value.

Simplifying complexities


We’re a team of misfit designers, silent writers, loud strategists and the compulsively creative who share a dedicated passion for disrupting the status quo.


“Primal Branding is about delivering the primal code. It is a construct of seven assets that help manage the intangibles of your brand”
– Patrick Hanlon


1. Origin story

Every brand needs an origin story. It begins to answer the “why” question. All great brands have some underlying human story that connects with human truth.

2. Creed

This talks about your brand values. What are the things you believe in and what motivates you to do what you do? Creed helps you stand out from similar belief systems in your target market.

3. Icons.

These are quick concentrations of meaning that are associated with your brand. They can be visual, a particular smell or sound, or even an abstract idea.

4. Rituals.

These are the repeated interactions that people have with your brand. Rituals replace chaos with order and can be used to inspire positive, engaging, enhanced, simplified, or simply less frustrating experiences.

5. Sacred Words

These are the sets of words that are associated with your brand. All effective belief systems or brands have their own set of language and words with a special meaning for those who are part of the belief system or brand.

6. Non-Believers

The yin to your yan. This identifies who and what the brand is or is not. It gives us a good idea of the direction the brand would want to take or which directions to avoid.

7. Leader

When a brand or person decides to change the world in their vision what area will they focus and operate in?


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