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 the brand was forced into an immediate credibility test. The brand had to do the work of both explaining and legitimizing a platform that had never existed before.
Solution The name ‘Primum’ was selected drawing from the Hippocratic oath, ‘Primum non nocere,’ or do no harm. It placed the brand in the foundation of medical ethics from the start as the platform aimed to add oncologists to create a network prior to launch.
Strategy We developed the Primum name referencing the hippocratic oath of “Primum non nocere,” “Do no harm” physicians take to receive their medical license. Our strategy focused on celebrating oncologists and placing them as the center of their network and possibility.
Brand Precise and restrained: a brand that communicates the gravity of the mission without overstating it. Every design decision reflected what's at stake in clinical oncology.
“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
Design System A modified ABC Arizona typeface in all-caps with classical weight and restraint, referencing Greek medical tradition. A lowercase 'i' sits at the center of the wordmark: the oncologist, always at the center of the Primum network.
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
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