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Primaris Reit


UI/UX Design + Website

Pure-play Retail Reit.


Overdrive has been a Primaris supplier since 2011. Our first project was to design and create a modular responsive website template that could be used across the Primaris portfolio. The solution was executed across 22 properties and website traffic increased about 75% in mobile devices. The template allows for each property to implement their own creative along with their particular brand palette. The result is that each property feels like a Primaris property but maintains their own individual personality.

Following that Overdrive designed Primaris’ corporate website and intranet, twice. This latest evolution of the corporate website targets retailers versus investors, which allowed the website to have a more editorial look than the more straight forward corporate design previously implemented.


User Interface Design, User Experience Design, User Interface Standards, Photography, Fully Annotated Files for Development


Overdrive Design Limited—Creative Direction, Art Direction, UI/UX Design, Graphic Design, Illustration
Brian Pieters—Photography


Visit the Primaris website:

A selection of property websites:
Orchard Park—Kelowna, BC
Kildonan Place—Winnipeg, MB
Sunridge Mall—Calgary, AB
Stone Road Mall—Guelph, ON
Grant Park Shopping Centre—Winnipeg, MB
Dufferin Mall—Toronto, ON


website displayed on multiple devices
primaris website homepage


Examples of illustrations created for the 2016 Primaris corporate site.

mobile screens of website

Mobile view of

Designed by Overdrive. Coded by Mobile Fringe.

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Site Photography

Art directed by Overdrive. Photographed by Brian Pieters in 17 locations across Canada.

photography with red overlay

Responsive Web Template for Primaris Property Portfolio

UI/UX design, final design, and notation by Overdrive. Coded by Mobile Fringe.

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Implementation of Responsive Web Template for a Selection of Primaris Properties

Overdrive applied palettes and supplied examples of how creative should be implemented for each property before giving access to the CMS to the in-house staff at each of the locations for the purposes of ongoing maintenance.

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