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Principals wins a further four REBRAND Awards

Announcement posted by Principals Pty Ltd 02 Mar 2011

Principals was recognised for its rebranding of Sucrogen, Peoplecare, Subaru Australia, and The Trust Company.
Brand consultancy Principals is today celebrating four wins at the prestigious REBRAND™ Awards.

The agency was recognised for its rebranding of Sucrogen, Peoplecare, Subaru Australia, and The Trust
Company. These four awards bring Principals’ total REBRAND Award haul to 14 – making it the most
REBRAND awarded agency in Asia Pacific, and among the top 5 most awarded internationally.

The REBRAND 100 Global Awards is the first and most respected global recognition of the repositioning
of brands, and is judged by an esteemed panel of international business leaders. Anaezi Modu, Founder
and CEO of REBRAND and the REBRAND 100 Global Awards, said: "In our seven years of the highly
respected REBRAND 100 Global Awards, we have discovered that only a handful of branding firms are at
the pinnacle of the countless talent we see around the world each year. Principals is clearly among those
rare few, even though there is a different panel of renowned jurors each year. This is testament of the value
the company helps to build for clients.”

Principals was honoured with a Distinction Award for its work on Sucrogen, the sugar company previously
part of CSR. Having developed the strategy, naming and identity around the idea of ‘positive energy’,
Principals helped embed the idea in Sucrogen culture through internal branding.

Principals also picked up three Merit Awards for the rebranding of Peoplecare, Subaru Australia and The
Trust Company.

It helped not-for-profit private heath insurer Peoplecare significantly increased its share of voice by
creating a look and feel and brand language that reflects its unmatched levels of personal service.
Principals also implemented the ‘Love People’ idea across Peoplecare’s communications.

For Subaru Australia, Principals created a new identity system using Subaru’s technical excellence as a
platform, and delivering on the ‘All 4 the Driver’ promise. The identity system has helped to lift correct
brand recall of Subaru’s advertising campaigns, and built far greater brand consistency into its collateral.
Principals ran workshops across the business to help employees at all levels identify how they could
deliver on the promise.

As one of Australia’s oldest and wisest trustee firms, The Trust Company needed to draw from its history
whilst presenting the firm as modern, dynamic and ‘of today’. Principals developed the central brand idea,
simplified the architecture of the brand and anchored it single-mindedly in The Trust Company, then
creating a new brand identity and tone of voice that has been enthusiastically received by staff and clients
and has assisted in lifting the new business inquiry rate to record levels.

Principals’ Executive Creative Director, Simon Wright, said: “We’re absolutely delighted to be recognised for
what we believe is exceptionally strong strategic thinking combined with outstanding creative execution.”

For further information about Principals or REBRAND Awards please visit www.principals.com.au.