Primer Grey

BACKGROUND

Please describe your company and your position there.

I’m the co-developer of a full service luxury vacation home. Our company located on the coast of Oaxaca owns beachfront land that we develop into vacation properties.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Primer Grey, and what were your goals?

We hired them to help develop the name and brand identity that is now Niku House. Once we had the name and logos designed they began working on the website which links to our rental listings.

SOLUTION

How did you select this vendor and what were the deciding factors?

I heard about them through a friend. I liked Cliff’s energy and excitememt towards the project. Coming up with the right name was difficult and his initial ideas stood out compared to other groups we vettted. There was a different level of creativity that I saw with Primer Grey

Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.

There were some questionnaires followed by several presentations during the naming and branding phase. Once we decided on the logos (there are two styles) they began working on the website.

How many people from the vendor's team worked with you, and what were their positions?

Initially 4. I’m not certain of their titles but it they were helpful in creating the logo design and also options for the name and eventually the discovery of the meaning of Niku

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

The name is extremely Unique and will eventually grow into a more expansive brand

Describe their project management style, including communication tools and timeliness.

Primer Grey set the dates for deliverables and I don’t remember them falling short or needing extra time

What did you find most impressive or unique about this company?

Their ability to take a project from the naming phase to being able to book the home on multiple platforms through one website. I really love the website. It’s unique but not too over the top where it overwhelms the user. It flows nicely.

Are there any areas for improvement or something they could have done differently?

Linking the website to multiple travel booking platforms was a challenge but they accomplished it nicely

BACKGROUND

Introduce your business and what you do there.

I’m a project manager for Hospitality Department, a restaurant group. We operate several full-service and fast-casual restaurants around Manhattan.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

We needed help with branding and graphic design for our restaurant concepts: Point Seven, Coral Omakase, and Bento. They were grab-and-go services interlinked with the concept of the MetLife building at 200 Park Avenue in New York.

SOLUTION

What was the scope of their involvement?

Initially, we went through a discovery phase where they asked us thorough questions. Each team member filled out a questionnaire so Primer Grey could understand what we were looking for regarding brand identity, clientele, and market position. Based on that, we went on a naming exercise for the three concepts and discussed all of them.

Once we had a name, Primer Grey narrowed it down and put together a preliminary brand identity package with logos, color schemes, and menu design options. We gave feedback and narrowed it down to what we liked and what we thought was most cohesive.

Finally, they assisted in designing all of our branded collaterals for the restaurants. Primer Grey coordinated with other vendors, including our packaging vendor and printer.

What is the team composition?

We worked with four team members: Edgar (Senior Designer), Cliff (Co-Founder), Mercedes (Designer), and another person who was usually on our calls.

How did you come to work with Primer Grey?

We found them through a referral. One of our owners heard their name through the restaurant grapevine and asked me to reach out and include them in our RFP process.

Primer Grey responded to our pricing request. Their pricing was highly competitive with the rest of the market, and Primer Grey was very thorough in their response. We identified that they were the best candidate for us based on past restaurant projects they had on their website. 

How much have you invested with them?

We spent just under $50,000.

What is the status of this engagement?

We submitted the RFP in April 2022 and officially engaged them shortly after. They completed their work in October 2023.

RESULTS & FEEDBACK

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

We were delighted with Primer Grey’s high-quality work and performance. Moreover, we’re happy with the brand we have now. We’ve been officially open since September 2023 and have received nothing but positive feedback from guests and the market.

Overall, we’re off to a great start. We wouldn’t hesitate to engage Primer Grey again on future projects.

How did Primer Grey perform from a project management standpoint?

The owner debated things back and forth, and Primer Grey was very accommodating to our needs. Any delays were caused on our end. They were also personal and patient with our schedule. We took too long to get back to them several times, but they were always responsive when we were ready for them. The team submitted everything we needed on time.

We asked them to perform additional work outside the original scope, and they were happy to do so. Ultimately, we worked out a separate fee for the extra work, so there was no issue.

We communicated through emails and Zoom.

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

Cliff and Edgar were incredibly easy to work with, responsive, patient, creative, and considerate. They were both excellent, and we really enjoyed working with them.

What did you find most impressive about them?

They offered an extremely personalized engagement during our working relationship. Cliff and Egar made an effort to make us feel like they were personally engaged in the project. Although they were the highest up in the company, they were on every call. They even came out and visited one of our restaurants. They flew from Texas to New York to meet us in person. Overall, Primer Grey actively engaged in our working relationship, which was refreshing and rare for other agencies in their field.

Are there any areas they could improve?

No, there was nothing to improve. We were extremely satisfied with every aspect of our engagement.

Do you have any advice for potential customers?

Maintain good lines of communication. Primer Grey will respond well when you give feedback and direction. If you aren’t communicating your needs and opinions, you won’t get much out of it.

BACKGROUND

Introduce your business and what you do there.

I'm the head of a private nonprofit school that works with students with dyslexia and learning disabilities.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?
We needed support in our rebranding process, designing a new logo and our yearly printed magazine.

SOLUTION

What was the scope of their involvement?
Primer Grey has created a logo for us and designed our printed magazine. The team has also created marketing materials and continued to support our rebrand by designing our website and developing our site on WordPress. Primer Grey

We started with a discovery process where we sat down with Primer Grey's leadership team and had an interview. The team asked us several questions about our educational programs and work. From there, Primer Grey has helped us design what our new logo might look like. The team also supported on-campus rebranding and redesigning our uniform. Lastly, Primer Grey has talked to our current faculty and staff to explain the reasons behind our rebranding.

What is the team composition?

Cliff (Co-Founder) has been our primary contact. We've also worked with Mercedes (Designer) and Edgar (Senior Designer).

How much have you invested with them?

We've spent around $25,000–$50,000 on this project.

How did you come to work with Primer Grey?

Primer Grey came as a recommendation. We interviewed the team among other service providers and thought they were the best fit for our company.

What is the status of this engagement?

We began working together around two years ago and are close to concluding our engagement. We're rounding out the edges of our web design.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?
Primer Grey has been very helpful in communicating our rebranding message to our faculty, staff, and students' families. We received several positive reviews for our uniform's redesign and overall branding refresh. We've had a positive experience working with Primer Grey. 

How did Primer Grey perform from a project management standpoint?

Primer Grey stays on budget. Deadlines have been challenging at times because we've had change requests, and Primer Grey also provides feedback. We haven't met all timeline expectations, but I don't find it negative. We communicate with Primer Grey via Zoom meetings and phone calls.  

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

Edgar is really good at following up with us and maintaining contact with our team members. Cliff has helped us map out what we needed to do in the big picture for the first year, and he continues to follow up and engage with us throughout different projects. 

What did you find most impressive about them?
Primer Grey is current and relevant to our company's work and has excellent knowledge of where we need to go. I like that they're good listeners and help us think through what we need to do to have a successful rebranding. 

Are there any areas they could improve?
I can’t think of anything for Primer Grey to improve on.

BACKGROUND

Please describe your company and your position there.

Our first project Thistle Draftshop (owner) and the second project The Blind Finch (managing partner).

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Primer Grey, and what were your goals?

This is our second project with Primer Grey and is a compliment to the 1st project. Primer Grey was tasked with building from the first brand "Thistle Draftshop" craft beer bar/restaurant to create a unique compliment to "The Blind Finch" an industrial speakeasy cocktail bar. They found the common theme and the story to tell our guest. Mission accomplished.

SOLUTION

How did you select this vendor?

Primer Grey was the branding team for a previous employer. I loved them so much, I decided they were a good fit for my projects.

Describe the scope of their work in detail, including any steps and the final deliverables.

In both projects their commitment to me was discovery, branding, creating the logo and marketing materials, and website. The final product is a recognizable logo and memorable branding. Unique and different from any others.

How many people from the vendor's team worked with you, and what were their positions?

Two to four people worked on both teams either together to engage in research, collaboration and presentations. The positions are the owner Cliff and his designers.

RESULTS & FEEDBACK

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

UNIQUENESS. We have such beautiful logos and truly recognizable to the public. When I am at an event, often times someone will tell me "oh I've seen that before (speaking of the logo). It's another potential customer because it is unique and recognizable.

Describe their project management style, including communication tools and timeliness.

Open communication, in person meetings, collaboration and promised dates. Fabulous idea generation and creative visions.

What did you find most impressive or unique about this company?

They had the skillset of a visionary and the ability to extract ideas from their clients. To further build a brand from a simple idea.

Are there any areas for improvement or something they could have done differently?

WOW! How do you change perfection. Every business has room for growth. Primer Grey delivered and if there is room for improvement, it would be to continue to hire well balanced, creative visionaries who are able to create materials and visuals for the companies.

BACKGROUND

Please describe your company and your position there.

I am the founder, CEO and President of Bread Man Baking Co. We are artisan commercial bakery.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Primer Grey, and what were your goals?

Primer Grey assisted in our complete rebrand and new messaging of the company. They designed new logos, new retail packaging and new website.

SOLUTION

How did you select this vendor?

We were referred to Primer Grey by our PR firm we used at that time who has previously worked with them on similar projects. They were highly recommended by all of their referrals.

Describe the scope of their work in detail, including any steps and the final deliverables.

They started by interviewing me to understand the background and history of our company and how it was founded. They developed boards with elements that were reflective of my family's roots and legacy.

Then they developed numerous examples of logos, color schemes, based on my input. They involved me in every step of the process, and worked along side me which made this an excellent partnership. The final deliverables were selected and delivered on time as expected and withing budget.

How many people from the vendor's team worked with you, and what were their positions?

The founder and 3 designers participated in the process.

RESULTS & FEEDBACK

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

Our new rebranding and messaging tells our complete story, which was lacking in our company's brand. We now have attractive retail packaging that reflect and [properly represents our brand. It is clearly identifiable on the shelves of our retail partners. Our website compliments the company's brand and has a professional and easy-to-navigate approach. I am more than happy with the outcome on this project.

Describe their project management style, including communication tools and timeliness.

They were hands-on and efficient. Very communicative and very responsive. They sed email, zoom calls, and dropbox for deliverables and progress.

What did you find most impressive or unique about this company?

Their passion for their craft. They loved our project because of the nature of our business and our story. I call them digital artisans.

Are there any areas for improvement or something they could have done differently?

No, I would highly recommend this firm to anyone who requires similar services.

BACKGROUND

Introduce your business and what you do there.

I'm the owner of Focused and Fit Nutrition. We focus on one-on-one nutrition coaching and support.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

I was launching my business and needed to develop my brand identity. I was looking for a vendor to help me.

SOLUTION

What was the scope of their involvement?

First, we discussed my vision and Primer Grey provided valuable feedback. Then, they helped me develop the look and feel of my brand. They created a logo, built my website, and designed my business cards. It was a collaborative process, and they made suggestions in terms of the tone and the approach that would help me connect with my market. They've also been very proactive about the updates for my website, letting me know about everything in advance so that I could budget for it.

What is the team composition?

I've worked with a designer and an account manager, but there were other team members working on my project.

How did you come to work with Primer Grey?

I worked with one of their partners previously.

How much have you invested with them?

We've spent between $10,000–$12,000.

What is the status of this engagement?

We started working with them in December 2016, and the project finished in March 2017.

RESULTS & FEEDBACK

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

Primer Grey delivered a premium product. I don't have a physical office, so most of my interactions with my clients happen online. It's a very competitive space, so it's important for me to have a clean and polished brand. I got a lot of positive feedback on my website, not only from my clients, but from other people in the industry.

How did Primer Grey perform from a project management standpoint?

The project went very smoothly, and they delivered everything on time. They were very realistic and let us know upfront how the holidays would affect our timeline, which helped us manage our expectations.

What did you find most impressive about them?

They spent an unusual amount of time upfront trying to understand my vision and what I was trying to accomplish in the market. During our first meeting, they asked me all kinds of questions that I hadn't even thought of, which made me rethink some aspects of my business plan.

Are there any areas they could improve?

We don’t have a contract right now, so they could be more proactive in selling their services. They definitely have the ideas that I can benefit from.

Do you have any advice for potential customers?

Go into the project with an open mind, but have a clear idea of what you want to accomplish. They did an amazing job defining the scope of the project and staying within my budget.

BACKGROUND

Introduce your business and what you do there.

At the time of this project, I was on the investor relations team of my company. We’re an upstream oil and gas company based in Houston, with offices in Midland, Texas, and Natchez, Mississippi.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

Our logo had been the same for 70 years of our company’s existence, so we needed a complete reaffirmation of the brand. When we shifted to land drilling, we wanted to move away from our blue scheme, in order to change the perception. It was a matter of getting something consistent for all our offices, with something that was fresher for the younger workforce. We were also building all of our marketing materials.

SOLUTION

What was the scope of their involvement?

We weren’t sure where we wanted to take our branding, but we knew we needed buy-ins from a lot of different people. We wanted to explore every option, so we started with our current logo. Primer Grey changed some colors and did a bit of a refresh—we went through 20 iterations, and finally decided that if we were going to transition our color scheme, we should do a complete refresh.

Primer Grey designed the logo we moved forward with. They did market research on our peers’ logos and had a strategy session with us, interviewing us about different logo options. They helped us build out our strategy and establish how to reach employees and the public with the changes.

What is the team composition?

Cliff (Co-Founder, Primer Grey) ran our meetings, and I interacted with him daily. I appreciated his working style as he checked in with us when we weren’t responsive. That was helpful to have in a larger corporate environment—he was there to carry things forward but was never too pushy. I also worked with a designer and one other team member.

How did you come to work with Primer Grey?

They rebranded a company that I’d worked for before.

How much have you invested with them?

The total cost was under $10,000.

What is the status of this engagement?

We worked with them between January–April 2017. There was a time lag on our end, so we didn’t roll out the new branding straight away.

RESULTS & FEEDBACK

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

The biggest measure of success was the approval we received from our offices. They all have very different demographics and have spent varying times with the company. We received only positive feedback when we unveiled the new logo and discussed with people about why we did it. Everybody was excited about the fresh look, and they wanted all the promotional items to come out with the new logo.

How did Primer Grey perform from a project management standpoint?

They’re very organized and detail-oriented. When I asked for something, they responded right away and were always open to making changes or tweaks to get the work exactly right. We went through a lot of iterations with the logo, and they did whatever we needed.

We had email and phone communication. Though we passed the original deadline, that was due to our side. The project management was pretty fluid as we had an existing relationship and knew how we worked. They were there for us, and they communicated well whenever we needed something.

What did you find most impressive about them?

The way they work makes sense, in that they’re a small team with a tailored approach. When we have requests, we have immediate communication around them, as well as if something will be late.

Primer Grey was also great at working with our leadership team—they ran meetings well and understood our business and the challenges of doing a rebranding. They were able to balance the marketing, creative side with the business side.

Are there any areas they could improve?

They’re spending a bit of time and effort marketing themselves, which is a good thing. However, I wanted them to help us write out our values and mission statement, and build out our career web page, but they didn’t convince the other people in my leadership team that they could take on such a big project. They were perceived more as the design people, rather than sharp and polished on the strategy and implementation of the rebrand. It’s a matter of positioning and communicating their abilities on Primer Grey’s side.

Do you have any advice for future clients of theirs?

It’s important to loosen the reins and let them know what the ideas and end goal behind the refresh are. Allow the team to put the pieces together during the design, and then tweak them later. Letting the designers do their job can lead to more creative variations.

BACKGROUND

Introduce your business and what you do there.

I’m a partner at Ancorian, a mid-market real estate investment and development company.  We focus on urban redevelopment and mixed use projects, and have also done a number of industrial projects.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

We needed to come up with a name and logo for our firm that invoked specific feelings (e.g., steadfast, trustworthy, and experienced) but that also had a simple web domain available.

SOLUTION

What was the scope of their involvement?

Primer Grey provided us several viable names for our firm, and we eventually selected Ancorian. Also, they provided us with several rounds of graphic design options for our logo. They presented different color schemes that they thought conveyed the feeling that we wanted in our logo. They also designed our first website.

How did you come to work with Primer Grey?

We met the Primer Grey team by chance when we leased the office next door to theirs. We chose them because we felt like their pricing was extremely fair and their portfolio of prior work was very impressive.  

How much have you invested with them? 

I don’t recall the exact amount. I know that we thought it was a great deal.

What is the status of this engagement?  

Work began in early 2016 and was completed in 3–4 months.

RESULTS & FEEDBACK

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

Primer Grey far exceeded our expectations. We now have a very recognizable name and logo in Houston. We consistently get compliments on the work that they did for us. Once we saw the results, we referred a ton of business their way.

How did Primer Grey perform from a project management standpoint?

Their team was great. It was our fault that the project wasn't done sooner. They turned things around quickly, but we were mired in acquisitions and weren’t as responsive as we could have been.

What did you find most impressive about them?  

Primer Grey was incredibly receptive to feedback. The feedback was then accurately translated, and the work was augmented to address the feedback exactly as we intended.

Are there any areas they could improve? 

I can almost always find something to critique, but can’t come up with anything related to this specific exercise.

BACKGROUND

Introduce your business and what you do there.

I'm a partner at Wellness Collaborative.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

We were a new company and we needed a vendor to help us develop a brand.

SOLUTION

What was the scope of their involvement?

We work with people who have mental health issues, but we do it in a very non-traditional way. We focus on nutrition, mindfulness, and exercises. We wanted our brand and message to clearly convey our approach. We also wanted our website to be contemporary and edgy. Primer Grey came over to our office and interviewed us to learn more about our needs and our business. Then, they developed a website for us and integrated it with PayPal.

What is the team composition?

We've worked with two members of their team.

How did you come to work with Primer Grey?

They were recommended to us by another vendor that we contacted. We liked Primer Grey's website and their office space, so we decided they'd be a good fit.

How much have you invested with them?

We've spent about $15,000.

What is the status of this engagement?

We started working with them in April 2017, and the relationship is ongoing.

RESULTS & FEEDBACK

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

We like the look and feel of the website, and we’ve received positive feedback from our customers.

How did Primer Grey perform from a project management standpoint?

We had phone meetings with them, and we emailed back and forth. They also came to our office when we just started working together.

What did you find most impressive about them?

They're much more contemporary and edgy than other companies we interviewed.

Are there any areas they could improve?

No, we've been very satisfied. They're a bit pricey, but it's worth it.

Do you have any advice for potential customers?

Follow their direction and trust their process. The website they developed for us was exactly what we wanted.

BACKGROUND

Introduce your business and what you do there.

I co-founded Ravlin Martial Arts. We teach self-defense to children, teens, adults through Brazilian jujitsu and Thai kickboxing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Primer Grey?

Our team needed the perfect name for our school. We wanted something creative that would distinguish us from other martial arts facilities. We hired Primer Grey to provide naming and branding services.

SOLUTION

What was the scope of their involvement?

First, we sat down with Primer Grey to explain our business goals and objectives. The team listened to our ideas and came back with more questions. During this process, they helped us name the school by presenting a range of options. In addition, Primer Grey designed our logo, did branding, and helped us create t-shirts.

What is the team composition?

We primarily interacted with Cliff (Co-Founder, Primer Grey) and Henry (Designer, Primer Gay) in the beginning. A few other team members worked on our account.

How did you come to work with Primer Grey?

A friend referred Primer Grey after a successful partnership. During our first meeting, the team was professional, personable, and fun. We hit it off immediately.

How much have you invested with them?

We spent about $9,000.

What is the status of this engagement?

We worked with them from October–December 2016.

RESULTS & FEEDBACK

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

The logo received positive feedback for its beautiful lettering. I sometimes wear the t-shirt in public and always get compliments for its amazing design.

How did Primer Grey perform from a project management standpoint?

They did an excellent job and were patient throughout the process. The team was always available to discuss any concerns we had. We communicated via email, phone, and in-person meetings.

What did you find most impressive about them?

The team was personable and made everything easy. They kept the process fun—absolutely no egos involved. Primer Grey was open to feedback, but professional when they disagreed with our thoughts.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

Honest to goodness, there’s nothing negative I could say about the engagement. We weren’t the easiest client because we weren’t sure what we wanted at first. But Primer Grey stayed focused and got the job done.