We are Driven to Curate a Team of Digital Craftsmen
We believe intelligent design and thoughtful brand awareness begins with a deep and valued client relationship. Filled with passion, imagination, ingenuity, and innovation, our satisfaction comes from crafting winning solutions.
We’ve seen a lot of things change since our first invoice in 2011, but some things are always going to be the same: we’re passionate and determined about serving our clients, we love our team and want to care for them well, and we love getting to call Lubbock and West Texas our home.
With a full-time distributed team that spans from Lubbock to Lebanon, the talent is evident and the skills are undeniable. As we continue to trek forward, we refuse to let state lines limit Primitive’s potential, and with that, we are able to ensure you never encounter limits that stop yours.
Being the best at any craft takes courage; it requires being intentional with strategy, execution, and, most importantly, connections.
Uniting together with Primitive means building a relationship of trust and honesty to tackle the needs and scope of every client project, because, for us, every new problem voices a unique solution.
Our process is intricate, multi-leveled, collaborative, innovative, and customized. We ask the hard questions and pursue the depths of imagination. It’s not easy, but when you’re destined to create work that leaves a mark on the world, it’s all worth it.
We’ve committed ourselves to the process of brainstorming, creating, and executing the best solutions for our clients. Accepting this responsibility has changed the game for us in that we’ve been able to seek out artisans, craftsmen, and masters of their domain far beyond our West Texas reach.
Business Development Representative
Jerred Hurst is CTO and co-owner of Primitive and has over 20 years of web and software expertise in a wide variety of industries. He has worked individually as well as led small teams to help businesses of all sizes solve an existing problem or provide a new service with cutting edge software. He works closely with the product team at Primitive and is extremely passionate about learning from others in the industry in order to provide the best custom solution for each client’s needs.
In addition to working with Primitive, Jerred is involved with many other companies, such as Hurst Farm Supply and Capital Farm Credit, where he helps in the software, infrastructure, and overall IT architecture decisions. He has a BA in management information systems from Texas Tech University.
Annie is the Chief of Staff at Primitive and has 15 years of combined experience in the fields of education and professional counseling. Her experience spans non-profit, private, public and international sectors. Leading teams and supporting internal organizational health through implementation of HR best practices, cultural innovation, strengths training and team development are some of the ways Annie contributes her talents.
She has a BS in interdisciplinary studies from West Texas A&M University and a Master of Arts in professional counseling from Liberty University. She is also licensed as a professional counselor in the state of Texas. With relationship building strengths, Annie focuses on team building, supports growth initiatives for team members and offers meaningful support company wide.
Jessica is the Chief Operating Officer at Primitive and has been supporting the team since 2017. Over the last several years she has dedicated her efforts to understanding the needs of clients and her team to better assist the ongoing growth of operational execution and health. As someone who continually asks the hard questions, she is always working to find the most strategic pathways to execution and performance.
With a strong desire to continually enhance the client experience, her approach to change is often through the lens of a customer-centric mindset with technology advancements and sound financials also at the forefront.
Jessica has been leading sales, marketing, and operational teams for the last 10 years and has worked across multiple industries. From hospitality, golf, and digital marketing, Jessica has supported organizations with annual revenues of three to five-hundred million. As a former collegiate athlete, she played and studied in Southern California, finalizing her senior year at California Baptist University. For her, learning never stops and her desire to seek and understand will always be a driving force to the work that she does.
Alison is a copywriter at Primitive who turned what she only ever thought could be a hobby into a career. What began as entries into creative writing competitions in grade school has become the opportunity to support and empower brands through words and language. Before joining the Primitive Pack, Alison refined her skillset and learned the importance of a deadline producing TV news. Now enveloped in the world of creative writing for digital marketing, Alison shares clients’ passion for their business or venture through intentional wordsmithing and ensures their message is effectively and properly communicated with the world.
A Lubbock local, Alison moved further south for three years to obtain a Bachelor of Science in electronic media and mass communication and a minor in sociology from Texas State University. Go Bobcats!
Bailey is a Video Producer and Photographer at Primitive with experience in all areas of the creative sphere. He went to school for music, worked as an audio engineer for a time, and ran a freelance photography and videography business for the past 5 years. His experience in so many different fields allows him to take a unique approach to creating and capturing moments that invoke wonder and emotion.
Caroline is a digital marketing strategist at Primitive and happy to call Lubbock, Texas, her home once again. She has 6 years of experience in the marketing industry, ranging from branding to international advertising production and media buying. Her background in data insights and consumer research provides a perspective that combines analysis with human emotion. Primarily focused on providing clients a strategic approach to the digital landscape, she enjoys discovering materials that provide optimal tools for each client. She works with cross-functional teams and industry partners to bring a brand’s vision to life.
Caroline has a Bachelor and Master of Science in retail and hospitality management from Texas Tech University. Her educational background provided her with her foundational drive to never stop learning and always be challenging herself to expand her expertise.
Danielle believes every client—individual or business—has a unique voice and message. And copy should sound like the best version of the client.
Danielle has been telling stories her whole life. And for the last five years she’s been telling the stories of entrepreneurs, small businesses, and companies bringing quality products and services to customers. Danielle got her start in academia. With degrees in English and anthropology, she spent more than half a decade learning how to ask questions, tell stories, and do thorough research. Her approach uses ethnographic interview and coding techniques to better understand brands and clients. She listens for key words, recurring topics, and core ideas to know the client and their ideal audience. She uses that data and understanding to tell stories—true to brands—that create loyal customers.
Looking for someone to distill your company’s why? To create a narrative that hooks audiences? Danielle can tell your story.
Elie is a product architect at Primitive with 11 years of experience in web development.
He has a bachelor of computer science from USEK Lebanon and supports his team by doing backend and frontend web development on multiple projects.
He also contributes back to the community by publishing open source packages.
Hannah Coe is an account manager at Primitive based in Waco, Texas. She loves getting to build relationships with a wide variety of clients and getting to oversee the entire internal process for her clients from strategy to final product.
Hannah attended Texas Tech University, where she obtained her Bachelor of Business Administration with a concentration in marketing. Before her final semester of undergrad, she spent the summer as an intern at Primitive and worked as a digital contractor that fall. Upon her December graduation, she joined the Primitive team full-time. Hannah is passionate about continuing to learn and grow her skill set in order to best support her clients and team and creating digital strategies that help businesses achieve their goals.
Jeremy Giovannetti is the Design Director at Primitive with 4 years of experience in design and 9 years of experience as an artist. He has a Bachelor of Arts in advertising from Texas Tech University and supports his team by focusing on research and design for his clients.
His main focus areas extend from market research to user testing and executing designs from logos to user interfaces. Through research, Jeremy believes relevancy, context, and empathy can be brought to the design process. Through design, he believes significant problems can be solved and elegant solutions can be built.
Overall, Jeremy seeks to bring seamless and compelling interactions to the design process.
Jeter is a senior account manager at Primitive, based out of Lubbock, Texas. He has over 8 years of experience in managing and growing teams of implementers, and loves to help equip people to be able to do their best work possible. His main focuses are collaboration and team building, productivity and accuracy.
Over the past 4 years spent at Primitive, he has managed hundreds of projects, leading a team of strategists, designers, developers, and copywriters. He has also managed many amazing branding projects, each of these being the result of great collaboration between him and the client. These projects result in beautiful logos, paired with websites that are built to reflect the new brand perfectly.
Josh is a lead designer at Primitive with over 14 years of experience in graphic design and development and has a Bachelor of Fine Arts from Texas Tech University. He started working in print design, including publications, branding, brochures and posters. As the need for digital design became more prominent, he transitioned into designing and developing websites and software.
Josh believes that good design is not about just making something look good, but it’s also about solving a problem. By taking this approach, a client’s needs can be met while also focusing on the end user. When working on projects, he uses his experience in both traditional print and digital mediums to create designs that are forward thinking and unique yet also pay attention to established patterns and research.
Kenley is a senior digital account manager with over seven years of experience helping brands connect with consumers. After graduating from Texas A&M University with a degree in agricultural communications and journalism in 2014, Kenley spent four years working in the Dallas/Fort Worth area, focusing on public relations, influencer marketing, and event management for both national and regional brands such as McDonald’s of North Texas, Dolby Cinema, Cheddar’s Scratch Kitchen, and more.
Now, Kenley puts her talents and experience to use crafting data-driven digital strategies to help clients grow their business and improve their bottom line. Kenley is passionate about building a strong relationship with each of her clients, while thoroughly understanding their business goals, challenges, and opportunities. A natural competitor, there are few things she loves more than helping her clients win.
Kevin Armendarez is a proud Lubbock Local, graduating from Frenship High School and LCU. Kevin is an Account Manager at Primitive with 8+ years of sales and marketing experience, where developing meaningful relationships is the foundation of everything he does. Outside of work, Kevin enjoys staying active by hiking, running, and playing basketball. He recently moved to Dallas and is looking forward to visiting the local breweries and exploring the music and art in the city!
Lauren is a copywriter at Primitive with a passion for supporting brands to cultivate their voice and share their story with the right audience. Joining the team as an intern during her final semester at Texas Tech University, she dove into the world of digital marketing to expand her industry knowledge and fine-tune her skillset.
Upon graduating with honors from the College of Media & Communication with a Bachelor of Arts in advertising, she was eager to pursue a full-time career with Primitive in her hometown of Lubbock, Texas. Perpetually motivated to continue learning and developing in her craft, she feels energized by the opportunity to help growing businesses in her community and beyond reimagine their potential and success.
Matthew is a web developer at Primitive with 3 years of experience in web development. He has a Full Stack Web Engineer Certificate from Bottega and a Bachelor of Science in computer science from Kansas State University.
Michael is one of our front-end web developers. He also has many years of experience as a designer and graduated from Montclair State University, located in New Jersey. Prior to his start at Primitive, Michael was a user experience designer for nearly 8 years and part of his daily job was to focus on creating marketing-related design solutions for various types of businesses. Because of his experience in both design and development, Michael is able to ensure that our customers and their clients are able to view a fully functional website.
Michael is a strong believer that design and front-end development are very closely connected. Front-end developers need to pay close attention to detail just as much as designers. With the increasing web traffic across various devices, Michael focuses on making sure that everyone can view a functional, fully responsive website no matter the device they are using.
Morgan is a senior designer at Primitive and has been in the creative industry for 9 years. Although she currently focuses on web design, Morgan has worn many creative hats at Primitive including areas such as branding, social media, print, and digital design. She has two Bachelor of Science degrees in agricultural communications and agricultural education.
Before working at Primitive, she helped start a design internship program at Texas Tech University called Picador Creative that did all types of creative work including branding, web, and print design. Morgan’s background in communications and experience in the industry has given her the opportunity to understand user flow, interaction, and what makes user experience great.
She loves solving design problems with simple yet elegant visual solutions using programs such as Adobe XD, Illustrator, and Photoshop.
Located in Lubbock, Texas, Morgan Reneau is the marketing director at Primitive. While now primarily focused on digital and content marketing for Primitive and other local brands, her 7 years of past experience includes international marketing and branding for two global brands that included traditional marketing such as print advertising in addition to digital marketing. Morgan’s consulting background has defined her strategic approach focused on understanding the brand and their goals and then evaluating and recommending the most effective marketing tactics to achieve those goals. While managing a team of creatives, Morgan worked with cross-functional teams to lead the rebranding of Primitive Social to Primitive 2020. She has a Bachelor of Business Administration in marketing from Boise State University.
Parker grew up in Temple, Texas, before moving to Lubbock to attend Texas Tech University. In 2014, he graduated with a double B.B.A. in marketing and management, and a minor in mass communications. The next year Parker returned to Texas Tech to earn an M.A. in media and communications.
Shortly after graduation, Parker joined the Primitive team. He now works as a digital ad strategist, where he creates, optimizes, and manages advertising campaigns for Google, Facebook, and other third-party platforms. He’s able to share actionable insights with our team by collecting, synthesizing, and analyzing campaign performance data that leads to better results for each client.
Parker is a continual learner who uses that strength to fuel his growth on the digital marketing team.
Rayann Ragland is a graphic designer based in Midland, Texas. Rayann has a Bachelor of Arts in graphic design from Texas Tech University. She has been with Primitive since 2017 and has supported both the web and digital teams. “Strategic” is one of Rayann’s top strengths which relates to her approach to design. She loves solving problems through design and does it daily while creating social media content for clients.
Zane is a senior video producer at Primitive with 10 years of experience in all aspects of video production. Before starting at Primitive, Zane ran his own company that specialized in corporate videos, television commercials, weddings, short films, and music videos. His focus and passion is to tell engaging stories with images and sound that entertain, educate, and bring awareness to audiences, whether online, on television, or on the big screen.