Principals become Supporting Partner of the MCA

Principals is proud to be a Supporting Partner of the Museum of Contemporary Art in Sydney.

Since June 2014, the branding agency has been working closely with the MCA, helping them to define their brand strategy through research, a range of workshops, and stakeholder engagement.

Daye Moffitt, Strategy Director with Principals, says that ‘working closely with Liz, Ann, and the leadership team meant we could quickly understand what motivates the MCA, as well as why it’s different. We could then collectively set a new strategy in place, to help build a world-class brand that people now not only visit – but actively engage with, and feel as though they belong to.’

Heather Whitely Robertson, Director of Audiences & Creative Learning at the MCA, is equally enthusiastic about the partnership. ‘Through their creative approach to research and development, Principals has enabled the Museum of Contemporary Art to craft a brand strategy that authentically represents our unique brand proposition, and our vision for bringing this to life.’