OFFICE HOURS: 9AM—6PM(ISH)
MADE IN NEW YORK, NY
© COMPANY POLICY, 2026
Oncologists are routinely disconnected from cutting-edge cancer research. Primum was built to close that gap: the first clinical platform connecting oncologists directly to cancer specialists and research in real time. We built the brand from the name outward.
Problem Operating in clinical oncology means an immediate credibility test. The brand had to do the work of both explaining and legitimizing something that had never existed before. Starting without a name made that problem sharper.
Solution ‘Primum’ drawn from the Hippocratic oath, ‘Primum non nocere,’ do no harm, placed the brand in the foundation of medical ethics from the first word. The platform launched with oncologists already onboarded.
LOGOTYPE We developed the Primum name referencing the hippocratic oath of “Primum non nocere,” “Do no har” physicians take to receive their medical license. The identity features a modified version of ABC Arizona by Dinamo Typefaces set in all caps, referencing classic Greek typography. The lowercase ‘i’ within the mark represents the oncologist, placing them at the center of their network.
DIGITAL SYSTEM To express how Primum gives oncologists access to wide networks, we created a library of simple graphic illustrations and animations that explain how the product works, and the possibilities and potential that the network offers.
“Working with Company Policy was truly a pleasure from start to finish; they handled the project and all our sometimes strange requests and tight timelines with ease!”
JOHN SYME,
FOUNDER
APPLICATION Pairing oncologist portraits and illustrations, we created the Primum launch site and a launch campaign that captures the spirit and ambition of the brand, to attract new oncologists to the platform.
Primum is the first clinical and scientific platform connecting oncologists directly to cancer specialists and cutting-edge research in real time. Company Policy built the brand from the name outward: naming, identity, campaign, web, and print, drawing the name from the Hippocratic oath and the visual language from classical Greek medical tradition.
Primum has since closed a seed round led by FCA Venture Partners and North Coast Ventures, and counts more than 750 oncologists across 37 states, with 57% of consults resulting in treatment changes.
COMPANY POLICY TEAM
ADAM KATZ: Creative Direction
NAOMI SIMMERS: Project Management
KAREN BOLIPATA: Copywriting
OLIVER HILLIKER: Motion Design
OLIVER DELL: design
BRENDAN IRVING: Design
ANNA SAGSTROM: Design
CALEB VAN DYKE: Design
CLIENT TEAM
JUSTEN BLAIZE
DAN FELDMAN
NATHAN FRANK
AMY MCDOWELL
JANINE QUARLES
JOHN SYME
BRIAN WHITE
TYPOGRAPHY
ABC ARIZONA: DINAMO
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
%201.webp)
