PROJECT: A defense contractor that developed vision systems for soldiers, police officers and firefighters, needed a new company name to reflect broader product offerings.
THE NAME: The earliest, original and most elemental state.
POSITIONING: The company provides simple interfaces to complex technology with a minimalist design. This results in ultra high-tech systems that work with the operator in an intuitive, organic and primal way. Primordial was the best word to capture all of those ideas in an interesting, never-been-done way, provide the company with clear separation from their competitors in the defense industry, and be a strong competitor in the consumer market.