"Primary" Branding by DIA Studio

September 20, 2016 Arseny Vesnin

New York based studio DIA just completed a branding for wellness company Primary using generative graphic design approach

We began collaborating with the Primary team before a space was secured, allowing the brand strategy and identity to help inform the overall feeling of the space. The Primary identity is based on specific color psychology. We developed a generative based platform that creates unique logos depending on desired moods or time of day. The mix of colors help shape the atmosphere of a room, office or specific piece of collateral. Different hues are used for different activities. For example, a Bikram yoga class would involve more heat and intensity than a meditation class, so the colors would vary accordingly. Additionally, each member or employee will be given an individual sphere matching their personality. The identity is a living and breathing experience that can evolve and change.

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