PRiMAX
A Fast-Moving Brand for a Fast-Moving PropTech
When PRiMAX came to us, they were a brand-new PropTech with a seriously smart platform built to help developers nail their pricing and sales strategies. The tech was next-level, but they needed a brand that could carry the same confidence into a crowded, AI-hyped market.
The challenge? Create a launch-ready brand that could cut through the noise and keep pace with a business that was evolving at speed.
Getting Started
We kicked things off the way we always do, with a deep dive. We wanted to understand not just the product, but the developers who’d use it, the market PRiMAX was entering, and the competitors already shouting about AI. One thing stood out:
PRiMAX wasn’t here for hype.
They’d been using AI from day one, but what they really sold was results. So we built a strategy that let them stand out by focusing on outcomes profit, speed, and confidence all powered by what we call Augmented Human Intelligence. That’s the mix of smart tech and smart people working together to get the best results.
The bold approach led to the creation of Gerald their now Head of Operations. He is an AI created avatar can be engaged with by interested people, taking and making calls and booking demonstrations for the Human team. Gerald was brought to life for the Urbanity2025 launch covering FAQ’s through his podcast. He look and feel, his temperament, tone of voice and persona all had to be aligned with the brand.
Gerald’s is now an active and valuable member of the team, providing product information and insights to developers and busy generating qualified leads for the team. See below the development of Gerald and creating an engaging and approachable AI avatar and applying it to convey a series of product insights through a series of short video clips, prepared for the Urbanity2025 launch.
Bringing the Brand to Life
With the name PRiMAX already locked in, we developed a confident, urban-inspired identity:
– A bold, geometric logo that feels at home in the city skyline.
– A colour palette mixing deep, trustworthy blues and greys with bright accents that signal energy and innovation.
– A flexible grid-based system inspired by data blocks, so the brand could grow and adapt as the business did.
We kept the language plain-spoken and benefits-first, cutting through the jargon that clogs up so much proptech marketing.
We rolled out the full brand toolkit:
– A clear, conversion-focused website.
– Investor and sales decks.
– Social media templates that were easy to use but kept everything on-brand.
– Event collateral for their first big showcase.
And because we knew PRiMAX would keep adding features and expanding quickly, we built the brand to be modular — easy to flex for new products, campaigns, or markets.
Urbanity 2025: The Big Debut
PRiMAX’s first major stage was the Urbanity 2025 conference. This was their moment to show developers, investors, and industry leaders what they could do. We made sure they showed up looking sharp and ready to connect:
– A standout event stand with animated visuals and live demos.
– Messaging that got straight to the point
– Pre-event buzz on social to drive people to their stand.
The payoff? A stack of new leads, booked demonstrations, partnership conversations, and a big lift in brand awareness.
The Outcome
PRiMAX left its first year looking like it had been around for years with a strong, confident brand that could keep pace with the business. And for us, it was a reminder of why we love working with ambitious start-ups: they move fast, they keep you on your toes, and together, you can create something that really sticks.
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