MyStore work on iPad

A site to attract and engage the very best suppliers and partners


Primary Designs are leaders in the design and manufacture of world-class high performance exhausts. Suppliers to championship winning Formula 1 teams and world record breaking super-car manufacturers. With their existing site no longer reflecting the heritage, innovation, and weight of the brand, Urban Element were approached to build a site that would put Primary Designs back in pole position.




Getting under the hood

The Primary Designs website was not a good reflection of the high end, superior quality of work they deliver. It was failing in a number of areas, and particularly in showcasing the other unique elements that set Primary Designs apart from their competition.

The new website demanded a clean and concise design, providing the user with a simple and easy to navigate experience with all information provided in a clear and logical way. Overarching goals were set to:

  • Attract the best suppliers and partners to work with
  • Support the ongoing growth of the company
  • Attract new talent - skilled engineers and young apprentices
  • Qualify any potential clients and only attract on profile clients

Clean structure, content and design

It was important to avoid “clutter” when creating both visual elements and the content architecture of the site. This would ultimately allow us to surface key messaging around class leading service and quality in a much more powerful way.

Use of white space, reduced copy, and a brighter more lively palette help focus potential partners on the important aspects of the business. Clean, crisp, iconography has been added to reinforce context and aid understanding of content flow.

A site that can power forwards

With the nature of the business, it’s vital that Primary Designs are seen to be ahead of the design and technology curve. With new technology and designs comes content and the need to regularly update the website. We developed the site in a flexible manner to accommodate easily updated areas of the site with minimal effort. This allows Primary Designs to showcase new technology through fresh, self-managed content that sites seamlessly alongside existing content.

Delivered through...

A modern, clean and simple to navigate website with content clearly structured and displayed throughout. White space carries a strong brand experience whilst giving Primary Designs' message room to breath. A user centric sitemap enables Primary Designs to lead the right audience to the information they're specifically interested in, clearly showcasing their expertise and displaying their positioning and expertise.