Partner and Creative Director
In early 2005, Lawrence co-founded a multi-disciplinary brand agency named PRIMER. Located just north of Philadelphia, Pennsylvania, PRIMER specialized in brand strategy, brand building, identity creation, print, interactive, photography direction, illustration, copywriting and more. The idea behind PRIMER was that a few well-rounded individuals could leverage their years of agency and in-house experience to build a studio that would help clients steer clear of the typical big agency, in-house and freelance pitfalls. The boutique size of the studio ensured the highest level of involvement, attention to detail, flexibility, and expediency. The experience of the principals, commitment to sustainability, award-winning work, strategic thinking, and monthly exhibits in the design-focused gallery space became the backbone of the corporate philosophy: champion good design.
As a partner, Lawrence was responsible for client interaction, project management and lead development, as well as the day-to-day operation of the studio. As creative director, Lawrence was responsible for the majority of the creative work product.