Primary Ideas is a full-service content agency. We provide bespoke content creation and marketing for a multitude of top brands, companies and individuals across digital and print platforms.

Our strengths extend to editorial, publishing, creative direction and media training.

We build and deepen valuable relationships; we bring strategies to action to help engage and deliver results.

We are agile, we are passionate, and we remain eternally curious.

We challenge the accepted, invigorate the tired, re-examine the expected.

Katarina Kroslakova

Founder, Editorial Director

Editor and journalist Katarina Kroslakova has earned her place as an authority on curating luxury experiences. The former Editor of the Australian Financial Review’s Life & Leisure and Luxury magazines brings almost 20 years’ experience writing for, consulting to and editing respected national publications with global reach. Her portfolio includes a high calibre of media outlets including Fairfax Media, News Ltd, Pacific Magazines, Bauer Media, the ABC and Macquarie Radio Network.

Katarina works regularly with media outlets across Australia offering commentary and expert opinion on the business of lifestyle and luxury, with topics covering retail, food, fashion, arts, travel, retail and motoring. She brings a vivacious, informative and honest style that encapsulates the modern luxury lifestyle.

Aleksandra Beare

Creative Director

Aleksandra has over 20 years experience in design, creative direction, concepts and styling, across both agency and publishing sectors. With a background in fashion, travel, celebrity, food, and interiors, Aleksandra’s passion is to create visual identities that are unique, beautiful and relevant.

Her knowledge of the luxury worlds of fashion, interiors and food has seen her create the visual identity for many leading magazines like Vogue Living, Stellar, Inside Out, delicious, Sunday Style, Sunday Life and Good Weekend to name a few.

She has directed international shoots with Jean Paul Gaultier, Debbie Harry, Naomi Campbell, Tom Dixon and Elle MacPherson.

Our Clients