Following a significant period of growth, Primark’s long-standing independent rostered creative agency, Us Studio, has completed its rebrand to EDNA.

The leadership of the Leeds-based agency, which blends creative strategy, design, art direction and production for clients including Primark, Masonite, Leeds Hospitals Charity, Hero and Jungle Fit Out Collective, was taken over by a team of five partners in 2020 after the former owner retired. Over the last three years, the business has grown to 14 employees with a turnover of £1.5 million.

Recent projects include visual design and image creation for Primark, a Christmas TV ad campaign for Masonite, launching a new AI-powered personal training app for start-up fitness brand Hero and a new brand identity for Jungle Fit Out Collective. The agency was also behind Leeds Hospitals Charity’s Leeds Bear Hunt campaign this summer.

Commenting on EDNA’s work, Steven Jones, head of creative at Primark, said: “EDNA is one of our longest-standing creative partners for good reason. 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.”

The identity change reflects the evolution of the business, which recently relocated to the transformed Elbow Rooms on Call Lane in Leeds to accommodate its growing team.

Helen Collier, head of client services & production at EDNA, explains: “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.”

Joe Simons, head of brand at EDNA, adds: “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 name EDNA isn’t some obscure reference to our back story, we just think good names are both memorable and phonetically pleasing. We love how EDNA sounds, and that it’s unconventional—like us.”

EDNA specialises in the fashion, lifestyle and cultural sectors, with six clients currently on its roster. The agency is owned by Helen Collier (Head of Client Services & Production), Matt Davis (Head of Creative), Courtney Dodds (Head of People & Culture), Graham Hearfield (Head of Design) and Joe Simons (Head of Brand). Collectively, they have agency experience at: Proud Creative, Pollitt & Partners and Brass.