Primitive Labs

A full website rebrand for Instinct, the AI platform from Primitive Labs that simulates customer behavior to surface product friction before launch.

Backed by: a16z speedrun (SR007) · Sony Innovation Fund · Olive Tree Capital · Pack Ventures · operators from OpenAI, Google DeepMind, Amazon and Uber

Framer build

• Scalable CMS: collections for use cases, integrations, insights, careers and legal pages, with filtering and search so the team can grow content without design support

• Custom code components: HTML/SVG components that illustrate the product’s simulation pipeline and feedback loop

• Form integrations: native forms connected to the client’s CRM via webhook

• Design system: warm, editorial and responsive, with a single coral accent that ties the brand together