Primer Grey

BACKGROUND

Please describe your company and your position there.

Élan Hair Studio is a salon that specializes in non-invasive solutions for thinning hair and hair loss. Our mission is to provide innovative and modern solutions for men and women of all ages. As the owner, I am responsible for all daily operations.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Primer Grey?

We hired Primer Grey to help us create an entirely new brand and website that was more modern and mobile-friendly with a broader appeal. 

What were your goals for this project?

The original owner, who began the business over 40 years ago, catered primarily to men. My goal was to develop a new brand and web design that spoke to our expanded, more diverse range of ideal prospective consumers—men and women between the ages of 22 and 55. Moreover, because hair loss can be a difficult issue to discuss and cope with, I wanted an identity that clients would be proud to associate with, not embarrassed.

SOLUTION

How did you select this vendor?

During my previous career in healthcare, I worked directly with Primer Grey as the project manager on a brand design project for a mental health and wellness program for children with chronic illness. I was very impressed with the entire team. They made the whole process exciting and easy to navigate, and the result was perfect for our program. When I decided to purchase the hair studio, I immediately called Primer Grey to begin discussing my rebranding plans. I didn't even consider working with a different agency.

Describe the project in detail.

The process began with an in-depth discovery meeting between my business partner and myself, during which I provided detailed information about my own backstory as a client of the company before I purchased it. The team at Primer Grey helped us hone in on our vision, mission, and target end consumer. They also helped us identify the messaging we wanted to send to prospective clients so that we could decide the direction of the brand and web design.

After that, Primer Grey developed three to four unique name ideas, all of which were very thoughtful and creative. Choosing one was difficult because more than one spoke to us and to our vision.

Once we decided on “Élan Hair Studio,” the team then developed and presented several brand identities. This step proved to be an even tougher decision because we felt attached to more than one of their icon and logo designs. This was definitely a good problem to have. We ultimately chose our current logo and icon, then moved on to web design and development.

Primer Grey was extremely patient and supportive while I created the website content from scratch. As they developed the design, we were blown away by the accuracy with which they turned our vision into a reality. 

What was the team composition?

I worked primarily with the head of the company and two of his team members. I know there were others doing some of the behind-the-scenes work on the site as well. 

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

New and existing clients, as well as our vendors, are all excited about the new brand and website, which has received endless praise for its clean, user-friendly, and aesthetic appeal. A colleague who has been in this business for over 20 years remarked that it was the best she’s ever seen in our industry, a compliment that speaks for itself.

Though the number of monthly leads has increased since the site’s launch, the more notable result is the improved quality of the leads and the higher conversion rate. Our old brand and site were outdated, but the new brand is something our target consumer can relate to; it speaks to our prospective clients better and leaves more of an emotional and educational impact than the previous site. Additionally, the website’s more modern and mobile-friendly design appeals to the expectations of our younger consumers, improving our relationship with that demographic.

How effective was the workflow between your team and theirs?

The workflow was great. I would occasionally fall behind, but Primer Grey was always on task and consistent in helping me stay on track for the deadlines we had established together. The whole team is amazing and attentive; I felt that they truly cared about my company and the success of my project. 

What did you find most impressive about this company?

The Primer Grey team clearly conducts substantial research on the companies and industries they work with. This was apparent not only throughout the entire development process but also as we embark on a new digital marketing strategy project together.

I also appreciated the size of their agency; I never felt lost in a system as sometimes happens with very large companies. The work feels very personalized because I knew each person working on my project and understood their role and their contribution. Primer Grey is a crucial part of my team, not just a vendor I work with.

Are there any areas for improvement?

No, I can't name anything.

BACKGROUND

Introduce your business and what you do there.

I’m a founding partner at Eureka Heights Brew Co., a craft brewery in Houston, Texas.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

We noticed that few companies in our industry were putting much effort and energy into their branding. We wanted to set ourselves apart and look more established and professional.

SOLUTION

What was the scope of their involvement?

Primer Grey helped us with our initial branding. They created our logo and packaging designs that we didn’t roll out until six months ago. Together, we laid the groundwork and got a feel for our brand identity. 

The team is skilled at thinking ahead to plan for ease of printing, and they made sure we were staying consistent. Putting in a bit more work at the start will make life easier later on as we move forward.

When little things come up, Primer Grey continues to support us. At this point in our engagement, we usually have a project about once a month.

What is the team composition? 

Our main point of contact is Jennifer (Design Director, Primer Grey). She gives me a rough idea of how long it’s going to take and what it’s going to cost. Cliff (Co-Founder, Primer Grey) handles more of the business side. We also work with Rachel (Designer, Primer Grey) and Henry (Designer, Primer Grey) on smaller projects.

How did you come to work with Primer Grey?

We met Primer Grey at events around town. Once we had hung out quite a bit, we got to know them personally and liked them. We reached out to a few different vendors to get bids and really felt that Primer Grey meshed well with us. They clearly understood what we wanted to get across in our branding.

How much have you invested with them?

We’ve spent $20,000-$25,000 so far.

What is the status of this engagement?

We started working together in June 2015 and have work ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We often hear comments that the branding Primer Grey designed is simple, clean, and memorable. When we started, we had a very blank slate; we barely had a name for the business and had literally nothing else. Having a brand that pops and is easy to recognize has definitely made a big difference and has helped us stand out in the market.

How did Primer Grey perform from a project management standpoint?

Deadlines have never been an issue. We learned about their creative process and how to have clear communication throughout the project.

What did you find most impressive about them?

Primer Grey is a creative team that comes up with great ideas. They work around our concepts to save costs on certain tasks. Even when I have no idea how to make something happen, they always figure out a way to deliver.

Are there any areas they could improve?

Communication is always a challenge, but it’s gotten better throughout the process. We just need to talk through the creative process a little more throughout it to make sure we’re all on the same page.

Do you have any advice for potential customers?

I recommend having ideas and guidelines, but also being openminded. See what they can come up with for you. 

BACKGROUND

Please describe your company and your position there.

I'm part owner of a hot tub sales and installation company. We also offer service, parts, and online sales.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Primer Grey?

We needed a partner to walk us through everything from naming the brand and creating the logo to designing and building a website. We needed a site that offers all the capabilities required of a business that specializes both in service and e-commerce.

What were your goals for this project?

We wanted our image to be fun and lighthearted without turning customers off. We feel our industry allows for some humor.

SOLUTION

How did you select this vendor?

We met with them to discuss the scope of the project, their experience, and pricing. We liked that they could fulfill other aspects of online business after design and launch, like SEO and Google Ads.

Describe the scope of their work in detail.

We met with their team to discuss our ideas and the aesthetic we wanted. Their whole team helped give us an understanding of how much fun we could have with the brand. Then they sent us options for the logo. Once we selected the logo, they moved forward with the branding and concepts for the framing of the website. 

What was the team composition?

The project was divided up regarding specialties amongst their various team members.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We’ve had great progress since our launch. Our business has grown significantly with the help of their team. We continue to use Primer Grey today. They help us with every aspect of our online presence, brand, and e-commerce. 

How effective was the workflow between your team and theirs?

The workflow was seamless. We were more than happy with their turnaround time. They were great throughout the whole process, even as we added additional items to the scope. Their team members have different focuses, which I feel added greatly to the project. Often working with the different team members would surface new ideas or inspirations. The project benefited greatly from having the involvement of so many different perspectives.

What did you find most impressive about this company?

We were concerned that finding a company to help us was going to require having a different specialist for everything and having to go to several different places to get what we need. We’re very appreciative that Primer Grey could ake care of all of our needs.

Are there any areas for improvement?

I understand the importance of criticism and the value of learning from it to improve, but I truly don't have any recommendations for improvement. Primer Grey has helped us grow our business significantly. My partners and I couldn't recommend them more.

BACKGROUND

Introduce your business and what you do there.

I’m the co-president and a principal at Frankel Building Group. We're a luxury home builder.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

We needed help to create a brand image that reflects innovation, vibrancy, and youth. We also wanted to distinguish ourselves from firms with similar names in adjacent industries. We engaged Primer Grey to refresh our messaging and brand image.

SOLUTION

What was the scope of their involvement?

Primer Grey helped us rebrand using our original name. They updated our logo, chose a color palette that better reflects our desired vibe, created a consistent form, and developed messaging. They also redesigned our website and created branded materials such as shirts, hats, cards, trucks, and signs.

What is the team composition?

We’ve worked with Cliff (Co-Founder, Primer Grey), Henry (Designer, Primer Grey), Jennifer (Design Director, Primer Grey), and other team members. 

How did you come to work with Primer Grey?

We were looking for someone with in-depth experience in building startup brands. A digital marketing firm referred Primer Grey to us, and we were really impressed with their work for a microbrewery and a local restaurant.

How much have you invested with them?

The original project lasted from October–December 2017. We now keep them on a monthly retainer.

What is the status of this engagement?

We’ve spent between $50,000–$100,000.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’re thrilled with Primer Grey’s work. When we started a second company, the team helped us come up with a name and a website with fleshed-out content in less than three weeks. We’re proud of our branding, and we regularly receive compliments on the style and look. They’re an excellent partner; I’d recommend them highly.

How did Primer Grey perform from a project management standpoint?

The team has managed a productive workflow from start to finish. We went to Cliff to block out our large concepts and then to Henry to tackle each task. Every team member left us impressed with their talent and output. We now use them to vet our ideas on how to further the company and its message. We communicate through Slack, emails, and in-person meetings.

What did you find most impressive about them?

Primer Grey’s rapid turnaround stands out the most to us. They deliver high-quality and unique identity work quickly. I recommend their team regularly to my colleagues because I know Primer Grey will produce satisfying work for them. 

Are there any areas they could improve?

As a client on retainer, having a Primer Grey team member take 20 minutes to write two overviews—a month’s work in review and a month’s work in advance—would be very helpful to me.

BACKGROUND

Introduce your business and what you do there.

My husband and I co-own a culinary-inspired company with a heavy focus on European steel. We craft serving pieces and cooking tools. The first product we launched was handcrafted cutting and charcuterie boards. We're focusing on nonperishable items that are adjacent to our target market. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

We were looking for a marketing agency who could design our brand identity and develop our website. We had a very solid idea of what we wanted. However, we didn't have any experience creating a brand identity or a website.  

SOLUTION

What was the scope of their involvement?

Initially, we provided Primer Grey with a 30-page document with our vision regarding brand identity, including color schemes and look and feel. The team told us we were the first clients to provide the work they would typically do during the discovery phase. Primer Grey provided seven different logos and color palette proposals for us to choose from. Primer Grey also designed and developed our website according to our new branding identity.

What is the team composition?

We worked with three teammates from Primer Grey, including Cliff (Co-Founder) and Mercedes (Designer).

How did you come to work with Primer Grey?
We evaluated seven different marketing firms and evaluated their proposals. We chose Primer Grey because we were very impressed with their portfolio. We found their price point was good compared to other firms we contacted. We thought Primer Grey offered a lot of value for their price. 

How much have you invested with them?
We spent $15,000 on this project.

What is the status of this engagement?

We engaged Primer Grey between June–November 2023.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Primer Grey delivered a website that captured the essence of our vision very well. We received wonderful feedback from our friends and family, as well as our users. The website was beautiful and reflected the rustic Italian feel that we were going for. From an aesthetic and functional side, we were satisfied with our website. 

How did Primer Grey perform from a project management standpoint?

All of the work was delivered on budget. We accept full responsibility for the fact that the project took longer than initially planned. There were some reasons why it took longer, although I didn't think it was negative. We had a learning curve since we hadn't worked on a web development project before, and there were some aspects we weren't fully aware of. For instance, we had no idea what was involved in the shipping process and were delayed searching for shipping providers. 

Additionally, we had solid communication with Primer Grey; whenever we had a question, the team answered quickly. 

Are there any employees from the service provider's team that you would like to give a shout-out to in this review?

Mercedes was the person we worked with more closely. She was detail-oriented and interested in delivering the vision we had. She had great accountability and care for delivering our project. 

Are there any areas they could improve?

I can't think of anything for Primer Grey to improve — we had a positive experience working with them. 

Do you have any advice for future clients of theirs?

I recommend clients have a clear idea of what they want because this will help Primer Grey deliver a product that represents their vision. 

BACKGROUND

Please describe your company and your position there.

I’m the owner and founder of a law firm.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Primer Grey?

We hired them to develop an original branding concept.

SOLUTION

How did you select this vendor?

They were recommended by other companies in the industry.

Describe the scope of their work in detail.

Primer Grey designed the logo, color scheme, and font doe our new brand. They also developed our website.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Everyone loves the logo and branding behind our firm.

How effective was the workflow between your team and theirs?

It was quite effective.

What did you find most impressive about this company?

I was impressed with their branding process. They translated our ideas of how we wanted to be perceived into a unique brand.

Are there any areas for improvement?

No, I can't think of anything.