Primero AI is one of Latin America's fastest-growing tech companies. It's an AI transformation firm helping some of the world's largest businesses and institutions adopt AI in ways that fundamentally change how they operate.
Challenge
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As Primero raised its first big funding round and prepared to scale across Latin America, the brand needed to communicate the ambition and sophistication of the company behind the technology.
The challenge was to position Primero between two worlds: a disruptive technology platform and a highly vetted and established corporate partner. Its audience includes senior decision-makers at some of the region’s largest organisations, where credibility, technical depth and the ability to operate within complex legacy systems are essential. We needed to create a brand that made this proposition immediately clear while giving Primero a distinctive identity in an increasingly crowded AI landscape.
Solution
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We developed an identity that balances their disruptive technology with a more human, confident character, creating a brand system that can work across the company.
The brand architecture creates a clear relationship between Primero and its partners, while the visual system gives the company the flexibility to communicate complex ideas, products and applications without becoming overly technical or generic.
The result is a distinctive and recognizable brand that supports the Primero team as they work towards their larger ambition: helping Latin America’s most important organisations close the gap between legacy systems and the possibilities of AI.
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