Primary Venture Partners

The summit is one of the most sought-after invitations in US venture. The experience around it had to earn the same reputation.

Primary Venture Partners is a New York venture firm backing high-growth startups. Every year they host the NYC Summit, bringing founders and top investors into one room for two days of deal-making and the relationships that come out of it.

The event has always carried Primary’s reputation in the room. Now it does the same online, pulling attendees in well before they arrive. Working from their brand, we designed and built everything else: the summit’s look, the registration experience, and the engineering underneath.

primarysummit.vc
A promotional poster for the "PRIMARY NYC SUMMIT" event.
The top section features the "I2Primary" logo and the word "APPLY" on the right.
The poster features a sleek, modern design with a metallic, reflective object resembling a ladder or a set of stairs in the center.

A custom experience on a standard platform

The data could run on an off-the-shelf platform. The experience, we built ourselves.

Attendees register through three different paths, and all of them feed the same back-end: a standard event-management platform Primary uses to collect the data. Its templates are general by design, so on their own they wouldn’t carry Primary’s brand.

So we kept the two apart. We built the front-end and wired it into the platform behind the scenes, so registration and payments run on proven infrastructure while everything an attendee sees and touches, we designed. The plumbing stays reliable; the experience stays Primary’s.

A set of three cards with different titles and descriptions, arranged vertically.

One component system, screen to room

Primary’s brand was the starting point. We designed the system that takes it everywhere.

We designed a visual system for the summit around a new 3D glass motif, then engineered it into one system the whole event could run on. The motif lives in code, so it adapts to wherever it sits — light or dark, an application screen or an admin dashboard.

Built this way, one component covers everything the summit will need: the website, the screens on stage, the printed graphics on site. It’s identical in each, so nothing will drift between screen and print.

The summit's 3D glass motif with the letters NYC at its center, on a light background.
The summit's 3D glass motif with the letters NYC at its center, on a dark background.

Marketing designed and built in code

A design tool would have slowed us down. Code doesn’t.

Promoting a summit like this means a steady run of social and marketing assets, often at short notice. Design-automation tools can slow that down: the code they produce is heavy, and every small change means a fresh export.

So we design and build ours directly in a custom HTML framework. The files come out light and the turnaround is quick, and when something has to change mid-campaign we can do it in minutes, without re-exporting anything. The marketing is never the bottleneck.

A person walking on a tiled floor in front of a large, abstract advertisement.
A promotional display for the "PRIMARY NYC SUMMIT" event.

Live, and still building

The platform’s live, every screen feels like Primary, and we’re still working with them.

Registration is live, and we designed the three routes to work as one experience.

We’re still with Primary as the summit gets closer, making the materials as the event takes shape and building systems they can reuse instead of rebuilding each time.

Read more about standardizing the foundations, not the brand.

June 2026

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Alan Kay: His Sketches, Piano, and Computer

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A note can be a written record, a struck key, or the act of noticing, and each sharpens how we understand the world. A piano is an instrument, but also a technology built on the notes it makes possible.

April 2026

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Taking the temperature

You walk into a room and you can feel it. Whether there is energy or not. We describe someone as warm. We talk about things cooling down. Temperature is something we sense before we have words for it.

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