Primary Sight

Autonomous Robots

In an age where speed, flexibility and automation dictate profitability, Primary Sight is bringing game-changing technology to Aussie logistics. Primary Sight’s autonomous, vibrant yellow robot fleet will soon be seen zooming around fulfilment centres, anchor stores and grocery backrooms – capable of carrying heavy loads and sorting parcels with remarkable ease. While autonomous robots are becoming a prevalent sight in the United States, the Aussie market is still just cottoning on – and so Atollon was tasked with creating a Primary Sight brand, humanised enough to reach a broad and relatively new audience. A rule-based responsive grid, contemporary Euro type, and distinctive robot-like ‘pathways’ were combined to create a dynamic, playful and articulate identity. Accompanying tones of bright yellow and concrete grey are certain to help Primary Sight catch eyes and hone in on Australia’s increasing shift towards smarter industrial solutions.

Developing a website is not easy and can be a little daunting! The team at Atollon put us at ease with the structured and innovative approach when managing our project. Once requirements were agreed we gave the Atollon team licence to be creative with our brand and they have delivered a finished product beyond our expectations.

- Sean Hewat | Head of Solutions ANZ

We love a good design challenge.

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