Additional Credits

WRITER:
Madeleine Carrucan

ANIMATOR:
Tomas Markevicius, Eric Park

CONTENT STRATEGIST:
Dashiell Alison

CREATIVE DIRECTOR:
Thomas Wilder

AGENCY:
COLLINS / New York


PRINCIPAL TYPE:
GT Alpina


CONCEPT:

Primary is a go-to childrenswear line of high-quality staples parents can rely on and kids feel comfortable in. They make clothing categorized by ?baby? and ?kids? (not ?boys? and ?girls?). Freed from labels, kids live bolder, brighter lives.



This springboard lead to an evolution of the identity, drawing inspiration from the arc of light in a sunrise to radiate this vibrance. We developed ?The Primaries,? a curious cast of typographic characters with playful energy.



Our new tagline, ?Live your true colors?, articulates Primary?s mission, encouraging every kid to be the most full-volume, full-colored versions of themselves.