[{"data":1,"prerenderedAt":323},["ShallowReactive",2],{"project-primul":3},{"title":4,"teaser":5,"slug":18,"type":19,"highlight":22,"order":23,"thumbnail":24,"hero":53,"herocolor":78,"year":79,"problem":80,"outcome":81,"contribution":96,"content":100,"thankYou":252,"readNext":253},"Primul",{"data":6,"body":7},{},{"type":8,"children":9},"root",[10],{"type":11,"tag":12,"props":13,"children":14},"element","p",{},[15],{"type":16,"value":17},"text","Designing a brand for the moment that starts every career.","primul",[20,21],"Client","Brand",true,93,{"metadata":25,"sys":28,"fields":45},{"tags":26,"concepts":27},[],[],{"space":29,"id":34,"type":35,"createdAt":36,"updatedAt":37,"environment":38,"publishedVersion":42,"revision":43,"locale":44},{"sys":30},{"type":31,"linkType":32,"id":33},"Link","Space","8fhxjm7547cq","giifuxyoOZM3O9oljXtTi","Asset","2025-09-25T16:07:45.450Z","2025-09-25T16:14:11.570Z",{"sys":39},{"id":40,"type":31,"linkType":41},"master","Environment",6,2,"en-US",{"title":46,"file":47},"primulLogoAnimDark",{"url":48,"details":49,"fileName":51,"contentType":52},"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002FgiifuxyoOZM3O9oljXtTi\u002F7c4f70761a7b9040748293639725e38c\u002FprimulLogoAnimDark.mp4",{"size":50},5540704,"primulLogoAnimDark.mp4","video\u002Fmp4",{"metadata":54,"sys":57,"fields":67},{"tags":55,"concepts":56},[],[],{"space":58,"id":60,"type":35,"createdAt":61,"updatedAt":62,"environment":63,"publishedVersion":65,"revision":66,"locale":44},{"sys":59},{"type":31,"linkType":32,"id":33},"2QbW96TewQgVz8iFqsJqid","2021-02-14T14:34:19.172Z","2025-09-29T18:22:46.430Z",{"sys":64},{"id":40,"type":31,"linkType":41},12,3,{"title":68,"file":69},"primulHeader",{"url":70,"details":71,"fileName":76,"contentType":77},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2QbW96TewQgVz8iFqsJqid\u002F0deb2643e23bc5274ed3905419a99e47\u002FprimulHeader.png",{"size":72,"image":73},46505,{"width":74,"height":75},1440,876,"primulHeader.png","image\u002Fpng","231F20",2018,"eJobs is a well-established job platform in Romania with a strong positive reputation. But with young people (recent graduates and university students looking for their first role) the brand was not landing. They were going to LinkedIn instead. The business need was clear: reach this audience, help them find their first job, and do it in a way that felt relevant to them. The strategic decision was to create a separate, focused brand rather than stretch eJobs to cover a segment it was not speaking to. A dedicated platform, with its own identity, its own voice, and its own purpose. The name had already been decided — Primul, Romanian for \"first.\" My role was to build the brand identity around it.",[82,85,88,91,94],{"number":83,"description":84},"GenZ","Romania's first dedicated job platform for first-timers",{"number":86,"description":87},"↑","from first job anxiety to empowering brand",{"number":89,"description":90},"40%","entry-level jobs",{"number":92,"description":93},"1","bespoke typeface",{"number":86,"description":95},"strategic concept driving every design decision",[97,98,99],"Branding","Typography","Communication",{"data":101,"body":102},{},{"type":8,"children":103},[104,111,118,123,128,167,171,177,183,188,193,211,214,220,226,231,236],{"type":11,"tag":105,"props":106,"children":108},"h6",{"id":107},"the-observation",[109],{"type":16,"value":110},"The observation",{"type":11,"tag":112,"props":113,"children":115},"h1",{"id":114},"you-never-forget-your-first",[116],{"type":16,"value":117},"You never forget your first",{"type":11,"tag":12,"props":119,"children":120},{},[121],{"type":16,"value":122},"Entering the job market for the first time is disorienting. There is no map, no clear path, and the process can feel intimidating before it even begins. But there is another side to that story — firsts are memorable. Your first teacher, your first love, your first job. They stay with you. The brief was not just to reduce anxiety. It was to make the experience worth remembering.",{"type":11,"tag":12,"props":124,"children":125},{},[126],{"type":16,"value":127},"That tension between confusion and possibility became the foundation of the brand. Primul carries both the weight of the moment and the optimism of what comes next.",{"type":11,"tag":129,"props":130,"children":131},"gallery",{"cols":65},[132,139,143,147,151,155,159,163],{"type":11,"tag":133,"props":134,"children":138},"gallery-item",{"span":135,"src":136,"width":137},4,"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2eJBNbVG7BdaajnVomvyMp\u002Fc0f3e8c37c2ab78a625a0776ec541c8a\u002FtotePrimul.png",1000,[],{"type":11,"tag":133,"props":140,"children":142},{"span":135,"src":141,"width":137},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002Fjy0kq7SCmgTwl05hAQJIU\u002Fbed1a6bcba825efe029f4580969a4648\u002FprimulTshirt-findYourTwist.png",[],{"type":11,"tag":133,"props":144,"children":146},{"span":135,"src":145,"width":137},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1LFZXExbGqZ2xUc2DEL9yg\u002F4b51cb0f2cbc2b24ff45a9d3dd0700dc\u002FprimulCups.png",[],{"type":11,"tag":133,"props":148,"children":150},{"span":42,"src":149,"width":137},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5Qt2E5nn57ttuiO65eRP1u\u002Fe1f6fa9170ecef226b0dd4da5da8f330\u002FprimulTshirt.png",[],{"type":11,"tag":133,"props":152,"children":154},{"span":42,"src":153,"width":137},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5eBYTMS0GKh3ua1hfAS6eD\u002Ff694142e68767ca607b1de2919a1429a\u002FbannerPrimul.png",[],{"type":11,"tag":133,"props":156,"children":158},{"span":135,"src":157,"width":137},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3a8QU3LNFnhmY4BJKDZj2D\u002F5ede47dc894e7175c2824b068ee7db5e\u002FinstagramGrow.png",[],{"type":11,"tag":133,"props":160,"children":162},{"span":135,"src":161,"width":137},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3T4uglQglmLgmWyvoTYl0e\u002Fd7c0fa378014faee942d60241c81dc14\u002FinstagramExpFunMoney.png",[],{"type":11,"tag":133,"props":164,"children":166},{"span":135,"src":165,"width":137},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F41Tcous8KMBThHoMtUf987\u002F143913429d1cceec19d71ba78c1323b3\u002FinstagramMoneyRain.png",[],{"type":11,"tag":168,"props":169,"children":170},"hr",{},[],{"type":11,"tag":105,"props":172,"children":174},{"id":173},"narrative-driven-typography",[175],{"type":16,"value":176},"Narrative-driven typography",{"type":11,"tag":112,"props":178,"children":180},{"id":179},"finding-the-path-through-the-labyrinth",[181],{"type":16,"value":182},"Finding the path through the labyrinth",{"type":11,"tag":12,"props":184,"children":185},{},[186],{"type":16,"value":187},"The central idea needed a visual form. The bespoke typeface was the answer. Outlined letterforms enriched with unexpected ligatures and inventive arrangements: typographic lines that twist, turn, and collide, mirroring the chaos and energy of a career just beginning. The letterforms are not decorative. They are the narrative made visible.",{"type":11,"tag":12,"props":189,"children":190},{},[191],{"type":16,"value":192},"To complement this, bold colour contrasts inject optimism and energy. Vibrant neon greens, pinks, and yellows against a dark backdrop; isometric illustrations adding depth and perspective. The result is an identity that captures both the unpredictability of early working life and the excitement of stepping into it for the first time.",{"type":11,"tag":129,"props":194,"children":195},{"cols":65},[196,199,203,207],{"type":11,"tag":133,"props":197,"children":198},{"span":42,"src":48},[],{"type":11,"tag":133,"props":200,"children":202},{"span":42,"src":201},"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F7CdVA2dttgRlPdnG4Y90Xg\u002F254166b81fc36ba4bad3a1055193bb55\u002FprimulLogoAnimWhite.mp4",[],{"type":11,"tag":133,"props":204,"children":206},{"span":135,"src":205},"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F7xsqYarxbpupyLmUvxbmp6\u002F12d3b562fe7bee798c8e373d5b9c71b6\u002FPrimulCountdown.mp4",[],{"type":11,"tag":133,"props":208,"children":210},{"span":135,"src":209,"width":137},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F66C0dPzw1TsjgOWSxiLyFt\u002F18a7ad491b39cfa231d6aeee31678956\u002FPrimulIcon.png",[],{"type":11,"tag":168,"props":212,"children":213},{},[],{"type":11,"tag":105,"props":215,"children":217},{"id":216},"the-practical",[218],{"type":16,"value":219},"The practical",{"type":11,"tag":112,"props":221,"children":223},{"id":222},"making-your-first-job-a-great-experience",[224],{"type":16,"value":225},"Making your first job a great experience",{"type":11,"tag":12,"props":227,"children":228},{},[229],{"type":16,"value":230},"Primul is not just a brand. It is a platform designed to make the first steps into the job market genuinely easier. At its core, a curated selection of verified entry-level roles — no barrier of prior experience required. Alongside that, practical guidance: writing a CV, preparing for interviews, understanding employment rights.",{"type":11,"tag":12,"props":232,"children":233},{},[234],{"type":16,"value":235},"Beyond listings, Primul engages its audience directly through events, campaigns, and community-driven formats that make the job search feel less like an obstacle and more like the beginning of something. The brand, the content, and the platform work together as one system.",{"type":11,"tag":129,"props":237,"children":238},{"cols":65},[239,243,248],{"type":11,"tag":133,"props":240,"children":242},{"span":65,"src":241},"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F6ojYAqdtVWYnigzXhBHiiV\u002F94b51ece373d129a72146e134e4e9882\u002FprimulWebsite.mp4",[],{"type":11,"tag":133,"props":244,"children":247},{"span":42,"src":245,"width":246},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2HwY8HpfgVzgWRvj7uqXeC\u002F67bb6b24c4324f364321401cf905a498\u002FprimulCookie.png",1200,[],{"type":11,"tag":133,"props":249,"children":251},{"span":42,"src":250,"width":246},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6LvByy8CXDIGLLQFed1KgK\u002Fa03b4e67b026704d3cc84b6a810a0634\u002FprimulBox__1_.png",[],"Thanks Ana for the strategy and insight. David, Ana, Alexandra and Mircea for the feedback. ",{"metadata":254,"sys":257,"fields":272},{"tags":255,"concepts":256},[],[],{"space":258,"id":260,"type":261,"createdAt":262,"updatedAt":263,"environment":264,"publishedVersion":266,"revision":267,"contentType":268,"locale":44},{"sys":259},{"type":31,"linkType":32,"id":33},"1GqvAqUsmoSKi8k48IoOGo","Entry","2018-04-10T17:41:42.306Z","2026-05-09T17:28:16.034Z",{"sys":265},{"id":40,"type":31,"linkType":41},1197,156,{"sys":269},{"type":31,"linkType":270,"id":271},"ContentType","project",{"locked":273,"title":274,"teaser":275,"slug":276,"type":277,"order":278,"hero":279,"herocolor":303,"year":304,"problem":305,"outcome":306,"contribution":313,"content":318,"thankYou":319,"readNext":320},false,"Vedcode","Brand, strategy, and design. Shaping a new digital agency with a distinctive position from India to the global market.","vedcode",[20,21],95,{"metadata":280,"sys":283,"fields":292},{"tags":281,"concepts":282},[],[],{"space":284,"id":286,"type":35,"createdAt":287,"updatedAt":288,"environment":289,"publishedVersion":291,"revision":42,"locale":44},{"sys":285},{"type":31,"linkType":32,"id":33},"1GLITfWK4YqWYsauwOWW86","2018-04-10T17:47:17.262Z","2026-01-17T12:40:28.005Z",{"sys":290},{"id":40,"type":31,"linkType":41},60,{"title":293,"description":294,"file":295},"vedcode-cover","Example of application of the brand.",{"url":296,"details":297,"fileName":302,"contentType":77},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1GLITfWK4YqWYsauwOWW86\u002F8e274c32ae5c40aa755f45c41b168da6\u002FvedCodeHeader.png",{"size":298,"image":299},853154,{"width":300,"height":301},3000,1772,"vedCodeHeader.png","8F918F",2017,"India's tech outsourcing market is saturated. Competing on price alone is a race to the bottom, and most agencies in the space struggle to differentiate beyond technical capability and cost. Vedcode was founded by industry veterans with a different ambition: to position themselves as a strategic partner in full-cycle digital product development, not just another coding shop.",[307,309,311],{"number":86,"description":308},"from India to global market",{"number":86,"description":310},"brand, strategy, identity, and content",{"number":86,"description":312},"standing out in a saturated outsourcing market",[97,314,315,316,317,99],"Strategy","Art Direction","Animation","User Experience","###### The observation\n# Product design is the harder sell but the better bet\nHaving worked with the founding team before in India, I had seen their operation up close. They were primarily doing outsourced coding work, and occasionally trying to sell product design on the side. My recommendation was to flip that: lead with product design, not engineering. It is a more valuable proposition, harder to commoditise, and signals a fundamentally different kind of partner to global clients. That shift in positioning shaped everything that followed: the name, the identity, the website, and the message. The brand needed to combine substance with distinctiveness; something rooted in where Vedcode comes from, designed to travel far beyond it.\n\n---\n###### The strategy\n# A partner in full-cycle digital product development\nVedcode's positioning rests on a simple but important distinction: they do not just build what clients spec out, they help figure out what to build. By bringing together product design thinking, communication strategy, and strong engineering depth, the agency can guide clients from early concept through to delivery. That full-cycle capability, backed by a new generation of creative, tech-savvy graduates from India's rich local talent pool, is the offer.\n\n---\n\n###### The visual identity \n# I\u002FO VEDCODE\nThe logotype translates the name into a visual idea. \"Code\" becomes the starting point; specifically the binary system, the most elemental expression of how software thinks. I\u002FO, input and output, is the foundation of every digital process. Structured, minimal, and immediately legible, the mark uses bold colour blocks and clean geometry to create something that feels rooted in the logic of technology without being cold or corporate.\n\nThe visual language extends the same principle: bold yellow against black and white, high contrast, no decoration. Creativity is subtraction; that was the internal compass for every design decision. The fewer elements fighting for attention, the stronger each one lands.\n\n::gallery\n  :gallery-item{src=\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F3veRXFtfjCXwcYuGx2nX1Y\u002F4a2a9e50f98fc972a347013bbb81d4ba\u002FlogoVedCodeAnim.mp4 span=12}\n::\n\n---\n###### The application\nBeyond the brand identity, I helped develop the structure and content direction of the website — the architecture of how Vedcode presents its capabilities and builds the case for its positioning. The visual design carried the identity system through to digital, ensuring the same confidence and clarity on screen as in print.\n\n\u003Cdiv class=\"gallery-block container mx-auto p-5 py-20 lg:py-28\">\n  \u003Cdiv class=\"tile is-ancestor\">\n  \u003Cdiv class=\"tile is-12 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cvideo autoplay loop>\n\u003Csource src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F3veRXFtfjCXwcYuGx2nX1Y\u002F4a2a9e50f98fc972a347013bbb81d4ba\u002FlogoVedCodeAnim.mp4\">\n\u003C\u002Fvideo>\n    \u003C\u002Fdiv>\u003C\u002Fdiv>  \n\u003C\u002Fdiv>\n\n\u003Cdiv class=\"tile is-ancestor\">\n  \u003Cdiv class=\"tile is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cvideo autoplay loop>\n\u003Csource src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F7FSH8CiIFpNGYph0wEs8H6\u002F914d84c97f73ac496f46e140c079a9a9\u002FvedCodeWebSite.mp4\">\n\u003C\u002Fvideo>\n    \u003C\u002Fdiv>\u003C\u002Fdiv>   \n\u003C\u002Fdiv>\n\n\u003Cdiv class=\"tile is-ancestor\">\n  \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n    \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FrEs16qmHf7A22cES0FsbI\u002F7c8ed1f78c94d1e5cbd9f8d1de852ece\u002FofficeCreativty.png?w=1000\" \u002F>\n    \u003C\u002Fdiv>\u003C\u002Fdiv>   \n  \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n    \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7HEUiII9CodfgK0jMGUVlT\u002F42ec16fc9a721d27c3c75364ab171ef9\u002FofficeCreativity2.png?w=1400\" \u002F>\n    \u003C\u002Fdiv>\u003C\u002Fdiv>  \n\u003C\u002Fdiv>\n\n\u003Cdiv class=\"tile is-ancestor\">\n  \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n    \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1BgOhgivl8bAUwV8uB73s3\u002Fd05eb562dd69e36834eb5ac9c102eb4b\u002FvedCODE-stationery-classic.png?w=1600\" \u002F>\n    \u003C\u002Fdiv>\u003C\u002Fdiv>\n  \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n    \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FdimDbJc1DLFZU9zgRtQsY\u002Fa3dfdfbb837fbd499280f5b672d574f3\u002FvedCODE-stationary-others.png?w=1600\" \u002F>\n    \u003C\u002Fdiv>\u003C\u002Fdiv>  \n\u003C\u002Fdiv>\n\n \u003Cdiv class=\"tile is-ancestor\">\n  \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n    \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F57KhlOmm8OWVfoBrfHgn9r\u002F9f457bfccc69445d952e42ee845830b9\u002FvedCodePoster.png?w=1400\" \u002F>\n    \u003C\u002Fdiv>\u003C\u002Fdiv>   \n  \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n    \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1AWfjU1o1VhKISFA8lZQN3\u002F9a0293183e6d141d0549f6f6448ab1c2\u002FvedCODE-insta-post.png?w=1400\" \u002F>\n    \u003C\u002Fdiv>\u003C\u002Fdiv>  \n\u003C\u002Fdiv>\n\n\u003C\u002Fdiv>\n","I am grateful to Kirit for his feedback, insights, and trust; Nikunj for implementing all the little details; Dhwani for the awesome copy and the help from the rest of the team.",{"sys":321},{"type":31,"linkType":261,"id":322},"3m1wMkVqXX0chGFF4awSqT",1791308691513]