Primer has been building a network of teacher-led K-8 schools since 2019, grounded in one belief: take kids seriously, and they take themselves seriously. With national expansion underway, the original brand could no longer carry the ambition of the organisation. newkid led a complete overhaul: brand strategy, full identity system, website, and brand launch film. The name stayed. Everything else was rebuilt.

The identity is built on a modular grid derived from the name itself: building blocks. The Sirca wordmark carries historical weight without looking backward. newkid used the typeface Söhne to keep everything legible at any scale. The blue period after “Primer.” signs every communication. Grade-cohort color coding (K-2, 3-5, 6-8) threads a wayfinding logic through the entire system, from the website to campus signage.