Primark’s long-standing creative agency, Us Studio, has rebranded to EDNA following a significant period of growth.
The identity change reflects the evolution of the Leeds-based agency, which was taken over by a team of five partners in 2020. Over the last three years, the business has grown to 14 employees with a turnover of £1.5 million.
Offering creative strategy, design, art direction and production, EDNA’s recent projects include visual design and image creation for Primark, a Christmas TV ad campaign for Masonite and a new brand identity for Jungle Fit Out Collective.
“EDNA is one of our longest-standing creative partners for good reason,” said Primark’s head of creative Steven Jones.
“The team brings a level of fashion experience – which a lot of other agencies don’t have – combined with high standards in both visual design and image creation. We never get predictable solutions and it has played a key role in the development of the Primark brand over the last several years.”
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EDNA head of client services and production Helen Collier, added: “It’s been an exciting time for the EDNA team with new clients, new employees and a new HQ.
“Since we took over Us Studio back in 2020, we’ve grown from a team of five to 14 and produced work which we’re all really proud of. Our new name, strategic direction and visual identity marks a line in the sand for us.”
Head of brand Joe Simons said: “Whether it’s creating visual identities, producing multi-channel ad campaigns, or redesigning retail environments, we’re here for brands and organisations that want to challenge the status quo.”
The agency is owned by Helen Collier (head of client services and production), Matt Davis (head of creative), Courtney Dodds (head of people and culture), Graham Hearfield (head of design) and Joe Simons (head of brand).
