Principals

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Overview

$50,000+

Min Project Size

50 - 249

Employees

1995

Year Founded

ABOUT PRINCIPALS

Making brand a force for positive change

We transform brands into catalysts for positive change. As Australasia's premier independent branding agency, we cater to organizations with grand aspirations and those eager to harness the potential of branding for growth. With offices in Sydney, Melbourne, and Auckland, we have assembled a unique team that offers a comprehensive array of branding services. Our diverse group includes strategists, researchers, planners, designers, animators, digital experts, and writers, all committed to addressing branding challenges with sophistication and ambition. Since our founding in 1995, we've been dedicated to fostering meaningful change through branding, and we currently hold the title of the most awarded agency in the APAC region.

LANGUAGES SPOKEN

English

HIGHLIGHTS

$50,000+

Min Project Size

50 - 249

Employees

1995

Year Founded

Services

Focus

Industries

Clients

Services Provided+2 Services

10% Infographic Design

25% Brand Refresh & Rebranding

10% Environmental & Signage Design

10% Packaging Design

30% Brand Identity Design

15% Graphic Design

40% Other Design

30% UX Research & Usability Testing

About the Team

OUR STORY

Our Journey Since 1995, we have grown significantly from our beginnings as a brand strategy consultancy to encompass insights, experiences, employer and consumer branding, along with design and communication. Currently, we have more than 80 team members working across three studios and various other locations, making our weekly all-hands meetings quite dynamic. We embrace this energy because diverse viewpoints keep us on our toes. Our hybrid work model allows everyone to integrate work into their lives, while our studios serve as essential collaborative spaces.

Portfolio

Lifeblood

Australian Red Cross Lifeblood

Making Lifeblood Unmissable Context: The demand for blood has reached a 12-year peak, and there is an unprecedented need for plasma. The goal is clear: Lifeblood must sustain a steady flow of donations. Seven years after assisting in their rebranding to Lifeblood, they sought our help again—this time to ignite a movement. Challenge: Our objective was to update the brand strategy, identity, and voice to align with their newly launched 2027 strategy, which aims to foster a culture of donation and position it as a valued and recognized aspect of Australian identity. Solution: We needed to establish Lifeblood as a reputable leader in health and a motivating force within the community. To achieve this, we aimed to fully rejuvenate the brand, infusing it with a vibrant personality that would catch attention and embody its goals. The new branding had to appeal to a wide range of audiences, from donors to governmental bodies, so we developed a versatile system that included bright colors, emotive photography, and playful illustrations, as well as a more muted color palette paired with clinical imagery. The voice of Lifeblood was also designed for flexibility, ranging from heart-wrenching to uplifting and professional. We introduced a lively sonic identity with a catchy finger snap and a donation device icon inspired by donation bandages and the Red Cross emblem. Real-life outcomes: The refreshed brand identity and strategy were brought to life by Lifeblood’s agency partners, M+C Saatchi, through the national "Life is the Reason" campaign. This collaboration has resulted in:

Officeworks brand refresh

Officeworks

Revitalizing Australia's Officeworks has always been a brand that aims to achieve greater things. However, the pandemic altered the ways in which we work, learn, and create, prompting Officeworks to adapt as well. We joined forces to assist with the rebranding, which involved research, brand strategy, personality development, brand voice, and visual identity. Our findings showed that while Australians appreciated Officeworks, it lacked a certain spark. The opportunity lay in harnessing the creativity they inspire and the satisfaction of accomplishing tasks. We developed a lively, joyful persona that reflected a sense of possibility and fun. Additionally, we created a brand identity that highlighted their signature blue and red colors, along with a playful logo design that enhances their digital presence and internal communications. A fresh voice for the brand also positioned Officeworks as "The Ally of Australians," empowering customers in various aspects. We are proud to announce that our efforts led to us receiving the Officeworks New Partner of the Year award.

Projects & Clients

Project Size & Rate

Minimum Project Size

$50,000+

Pricing Snapshot

Min Project Size

$50,000+

Avg Hourly Rate

N/A

Cost Rating

N/A

What Clients Have Said

“

"Principals delivers quality projects within budget and timeline expectations based on verified client feedback."

Based on verified reviews and internal benchmark data

MOST COMMON PROJECT SIZE

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Infographic Design

Brand Refresh & Rebranding

Environmental & Signage Design

Packaging Design

Brand Identity Design

Graphic Design

Other Design

UX Research & Usability Testing

Print Design

Product UX Strategy

Industry Recognitions

B&T Branding, Design & CX Agency of the Year, 2023

View source

Locations

Headquarters

Level 1 58 Lower Fort Street

Dawes Point, New South Wales, Australia 2000

+61292513833

Headquarters

333 Flinders Lane 3000

Melbourne, Victoria, Australia 3000

+61292513833

Headquarters

18 Shortland Street 1010

Auckland, New Zealand 1010

+61292513833

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