How We Produced Product Launch Videos for PrimerAcross 3 Rebrands
Primer is a returning B2B tech client and a VC-backed payments infrastructure company. We’ve worked with them across three projects since 2023, starting with two UGC-style videos and an explainer. In 2025, they returned with new branding for a product demo video. For the 2026 project, they came back again with another full rebrand and needed a launch video for multiple features, plus stylized UI design assets to match the new brand direction.
Project type
Fixed Price
Project timeline
2023-2026 (3 Weeks each)
THE CLIENT
Primer
Primer is a VC-backed B2B tech company helping modern businesses manage payments more efficiently. After raising $50 million in Series B funding in 2021, they expanded beyond checkout into a full payments platform covering routing, reconciliation, cost visibility, global accounts, and day-to-day payment operations.
Brands They Worked With
TESTIMONIAL
The project: Primer’s new feature launch video
We loved the video you created for our Reconciliation launch last year. We're rolling out a product suite at the end of April and it would be great to collaborate again.
Nikita Mavinkurve
Product Marketing Lead
Our first project with Primer was a 45-second explainer video, created with 2D animation and stylized UI. For the latest project, called “A Product Launch Video for Primer's New Feature Suite”, they needed a 30-second video to introduce multiple features under their new branding. With a tight timeline, we quickly adapted to the updated brand and platform to ensure every second counted.
the plus points
Why Primer choose us for their B2B launch video
Primer, a VC-backed company that partnered with us for their Reconciliation product launch video, returned to us for their new finance suite launch right in the middle of a major rebrand.
As a B2B video production partner, we had to work with no set guidelines and limited materials. Using our flexible workflow, we helped turn their evolving brand direction into a polished product video, delivering a clear, impactful launch asset that introduced their new features with confidence.
As a B2B video production partner, we had to work with no set guidelines and limited materials. Using our flexible workflow, we helped turn their evolving brand direction into a polished product video, delivering a clear, impactful launch asset that introduced their new features with confidence.
THE CHALLENGES
During our initial meeting, we realized Primer needed more than just a video. They also needed support creating stylized UI mockups for features that were still being developed, especially since brand guidelines were limited at the time.
We stepped up to translate their evolving visual direction into clear UI assets while making sure the final launch video felt polished, consistent, and aligned with their relaunch.
We stepped up to translate their evolving visual direction into clear UI assets while making sure the final launch video felt polished, consistent, and aligned with their relaunch.
Long feedback chains were part of the Primer projects. With several stakeholders involved, feedback could take time to come through, even when deadlines were tight. To keep things moving, we stayed closely connected with their Product team, Marketing team, and Design team through short, regular update meetings. This helped us clarify feedback faster, understand any design changes on their side, and keep each revision focused.
Working with evolving product visuals
Long Feedback Chain
THE evolution
Primer’s brand in motion:
3 projects, 3 evolutions
First project (2023)
- Warm, Human-Led Tech Visuals: Warm portraits, terracotta textures, and bold type create modern visual depth.
- Abstracted UI Graphics: Complex software is simplified into clean, easy-to-understand visuals.
- Choreographed Motion: Smooth cursor movements and animated labels guide viewers through the product journey.
Second project (2025)
- Dark-Mode Motion Grid: Layered data blocks create a sharp, high-density tech feel.
- Structured Data Visualisation: Clean spacing, bold scale shifts, and focused contrast make complex data feel organised and readable.
- Collaborative Interface Framing: UI callouts and cursor motion highlight team alignment and connectivity
Latest project (2026)
- Warm Product Minimalism: Soft neutral backgrounds, deep brown contrast, and rounded UI cards create a clean but human product feel.
- Flow-Based UI Storytelling: Thin connector lines, moving nodes, and staged UI elements make the product journey feel smooth and easy to follow.
- Bold Editorial Typography: Large, confident headlines paired with simple icons give the video a premium, clear, and campaign-ready style.
Output
THE Timeline
How we did it
When you work with the same creative partner over time, every project can build on the last. Your asset library grows, your brand feels more consistent, and production gets smoother.
With Primer, it worked a little differently. Although they’ve been our client for years, each project had its own brand direction, so flexibility became key. We adapted to each brief while keeping the work sharp, clear, and campaign-ready.
With Primer, it worked a little differently. Although they’ve been our client for years, each project had its own brand direction, so flexibility became key. We adapted to each brief while keeping the work sharp, clear, and campaign-ready.
Flexible communication
With a tight deadline and multiple stakeholders, we shifted from mostly email and Slack to regular meetings with Primer’s team to gather feedback, align revisions, and balance inputs.
Calls included our project manager.
Worked with the client’s Product, Marketing, and Design teams.
Participants varied by project, enabling faster decisions and smooth progress.
Style matching and adjustment
For the latest project, Primer was still developing their brand guidelines, so the pitch deck became our main visual guide. We discussed the approach at length with their design team member, Jarryd Basset, to ensure alignment on visual direction.
Flexibility was key. We shared the first 2–3 storyboard frames within 24 hours to give Primer an early look, confirm the direction quickly, and reduce the risk of misalignment. Storyboards are especially important for launch and explainer videos to keep the message clear.
Flexibility was key. We shared the first 2–3 storyboard frames within 24 hours to give Primer an early look, confirm the direction quickly, and reduce the risk of misalignment. Storyboards are especially important for launch and explainer videos to keep the message clear.
Reusing and recycling assets
Each Primer product launch video had a different visual direction.
Most assets from earlier projects couldn’t be reused, but we adapted key elements.
For the third project, we revived the 2D animation style from 2023 and refreshed colours, fonts, and shapes.
Script elements from the 2025 video were reused and adjusted to fit the new direction.
Lesson learned
Key takeaways
Flexibility Is Key
Even as a returning client, Primer, a VC-backed B2B company, came with a fresh brand direction and evolving requirements. We adapted quickly, using their pitch deck as a starting point while shaping the video style around the new brief.
Early Alignment Reduce Risks
With brand guidelines still in progress, we shared the first 2–3 storyboard frames within 24 hours. This helped Primer confirm the visual direction early before we built out the full storyboard.
Clear Communication Keeps Things Moving
With multiple stakeholders involved, regular meetings helped capture feedback clearly, align different inputs, and keep revisions moving without slowing down the timeline.
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