Primis is a concept sportswear brand I created and have continued to develop over time, a self-directed exercise in building a brand with a clear point of view from the ground up.

The name came first: Primis, Latin for “first,” set the foundation for everything after. The logomark translates that idea into form, a fluid script merging a “P” and a “1” into one unified mark, communicating primacy and momentum in a single gesture. Paired with a bold wordmark in Arkhip and a secondary typeface in Suprema Extra Bold, the identity feels powerful and performance-ready, nodding to major sportswear brands while carving out its own territory.

Red, black, and white reinforce the brand’s core idea: power, drive, clarity. Nothing decorative, nothing diluted.

The collateral extends across billboards, subway ads, and social graphics, featuring athletes across disciplines, track, basketball, soccer, tennis, golf, positioning Primis as a brand for anyone who competes. The taglines are short and direct, built to feel like something you’d see on the side of a building and remember.