About Us

Principals is a brand strategy and identity company with offices in Sydney, Melbourne and Auckland. We helps clients build authentic, standout identities, digging deep to articulate their true personality and bringing it to life in their visual identity, language, behaviour and communications. Principals’ services include: brand strategy, brand architecture, brand identity, brand messaging, brand communications, internal branding, brand guardianship, brand language (though XXVI, our in-house dedicated language unit) and brand measurement. Our work includes rebranding NAB, Australian National University and WongPartnership and the launch of the Greater Western Sydney Giants. Other current clients include MLC, Foxtel, Fox Sports, Clayton Utz, ICAA, University of Newcastle, Brambles and the New Zealand Government. To find out more, please visit: www.principals.com.au