The PRWIRE Press Releases https:// 2016-03-01T07:53:29Z Principals in seventh heaven after REBRAND award wins 2016-03-01T07:53:29Z principals-in-seventh-heaven-after-rebrand-award-wins   Already the most REBRAND awarded agency in the Asia-Pacific, Principals claimed one of only five ‘Best’ awards for The Domain. Their strategy and design perfectly captured the upbeat, energetic vibe of Sydney’s playful heart. Principals, along with their brand language division XXVI, also collected Distinction awards for their work on Everlight Radiology, Life Without Barriers and Oliver Hume. In New Zealand, Principals was awarded a Distinction for the stunning rebirth of T&G.  Merit awards for Australia Post and University of Tasmania rounded out what was a remarkable REBRAND haul for Principals. Principals’ Group CEO Tom Brigstocke said the awards are a recognition of their strong focus on their clients. “Our focus has always been on producing the best work for our clients. And when that translates into awards success then it’s even more satisfying. That we can compete and win in these global awards against some of the world’s biggest agencies is a testament to the incredible strategic, design and writing work that we do every day.”  Principals Executive Creative Director Simon Wright said, “It’s an absolute joy to work with the level of creative excellence we have at Principals in Australia and New Zealand. We’re thrilled about our seven awards, but even more excited that we’ve delivered so comprehensively for our clients.”   The Best award for The Domain gives Principals five victories in this category since the awards began in 2004. For further information, please contact:   Principals Tom Brigstocke Group CEO P: +61 418 447 094 E: tom@principals.com.au     Principals and XXVI create a new brand strategy, name and identity for Everlight Radiology. 2015-05-07T23:46:21Z principals-amp-xxvi-create-a-new-brand-strategy-name-and-identity-for-everlight-radiology Principals and its specialist brand language arm, XXVI, were engaged last year to create a new brand strategy, name and visual identity for Imaging Partners Online (IPO), one of Australia’s fastest growing teleradiology specialists. The new brand was created to increase IPO’s presence as Australia’s leading teleradiology specialist. It also had to position the brand as a global player. After a rigorous stage of international research and strategy development, the new brand name and identity was launched in Sydney last week. Principals created the new name, Everlight Radiology. It reflects their ‘follow the sun’, accessible 24 hours a day, ever ready, ever available business model. And it is a meaningful, everyday name – unlike the acronym IPO, which was seen as anonymous and unmemorable. The new, dynamic visual identity and language positions them as responsive, connected, precise and focused – and makes them stand out from the conventions of the category. Sandy Belford, Director at Principals, said “We’re delighted to work with such an exciting, dynamic brand that’s at the forefront of global radiology services. We are confident that Everlight’s new name, strategy and identity will help them grow in Australia and beyond.” Alexander van der Laan, Everlight CEO, said the rebranding ensures that their innovative ‘follow the sun’ service model and future expansion are supported by a dynamic, contemporary brand. “We believe the new Everlight brand captures the essence of care, responsiveness and global reach that underpins the company,” he said. The rebrand comes at an exciting time for Everlight as the company opens a new office in Auckland, consolidating its presence in a country where it has built a strong foothold in the teleradiology market, and boosting its global radiology reporting capability. Everlight provides offsite radiology analysis and reporting in Australasia, primarily to public hospitals, but also to private imaging centres and medical centres. It offers similar services in the UK through Radiology Reporting Online (RRO), a 50-50 joint venture with University College of London Hospitals.  For further information, please contact: Principals Sandy Belford Director, Principals Pty Ltd P: +61 418 471 131 E: sandy@principals.com.au Everlight Radiology Alexander van der Laan CEO, Everlight Radiology P: +61 2 9215 1900 E: AVanderlaan@everlightradiology.com.au About Principals Principals is a brand strategy and identity company with offices in Sydney, Melbourne and Auckland. We help 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 (through XXVI, our in-house dedicated language unit) and brand measurement. Our work includes rebranding NAB, Australian National University and the launch of the Greater Western Sydney Giants. Other recent and current clients include MLC, Foxtel, Fox Sports, Clayton Utz, University of Tasmania, and the New Zealand Government. To find out more, please visit: www.principals.com.au                        Principals become Supporting Partner of the MCA 2015-03-10T00:49:22Z 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.’ Principals’ Gold Rush at the Melbourne Design Awards 2014-10-17T06:02:38Z principals-gold-rush-at-the-melbourne-design-awards 17th October 2014 Principals’ Gold Rush at the Melbourne Design Awards Design and branding agency Principals is celebrating another year of success at the Melbourne Design Awards, taking home three Gold Awards for their design and brand identity work with NAB.  Principals struck gold for their work with NAB Asset Management, NAB Smart ATMs, and NAB Spring Mortgages. They also rounded out their honours with a Silver Award for their brand work with The Academy – NAB’s internal learning and development brand.  “I’m thrilled for NAB and Principals,” says Simon Wright, Executive Creative Director at Principals.  “We have a great working relationship with NAB, and we love working with them to bring exciting concepts to life across the whole business.” Given this year’s success, and the four gongs won at the same awards in 2013 by Principals and NAB, there’s no doubt it’s a successful partnership. “Principals is a highly talented design agency,” says Susanna Hondrakostas, NAB’s Senior Manager of Brand Identity. “They always look at things from a different perspective and produce fresh, modern and cutting-edge designs for the projects we engage them on. They’re easy to work with, and always collaborate well with our advertising agencies and other partners.” This year’s haul means Principals has won 8 Melbourne Design Awards since 2012.  About Principals Principals is a brand strategy and identity company with offices in Sydney, Melbourne and Auckland. We help 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 (through XXVI, our in-house dedicated language unit) and brand measurement. Our work includes rebranding NAB, Australian National University and the launch of the Greater Western Sydney Giants. Other recent and current clients include Australia Post, Foxtel, Fox Sports, Clayton Utz, University of Tasmania, and the New Zealand Government.  To find out more, please visit: www.principals.com.au Principals pick up a Sydney Design Award with Life Without Barriers 2014-08-21T07:14:52Z principals-pick-up-a-sydney-design-award-with-life-without-barriers Principals took home their fifth Sydney Design Award yesterday, winning the Corporate Identity and Branding gong for their work with Life Without Barriers – a not-for-profit organisation which provides a wide range of care and support services.  The Life Without Barriers team commissioned Principals to create a new identity for the brand, which would help in their endeavour to empower people to live the best life they can. It needed to appeal to a wide range of audiences – from youth, to government bodies, and be utilised across a number of services. Through vivid print and web design, the new visual identity incorporates striking photography and a colour palette that distinguishes between the different services. It steers away from the clichés the sector is known for, and helps bring to life the brand idea 'Championing Opportunity for All'. Principals’ Managing Director Tom Brigstocke said the award was made more rewarding thanks to the important work done by Life Without Barriers. “It’s really satisfying to win an award for a brand that’s all about empowering people.” Another winner was Principals’ client, Sekisui House, who were awarded the Design Commissioner Award, celebrating companies that consistently commission a high standard of design work. Principals created ‘Continuum,’ a magazine showcasing work Sekisui House does in home and community, which was a finalist in its category. Three new hires for Principals 2014-03-31T06:23:43Z three-new-hires-for-principals Leading independent branding agency Principals has announced three new appointments to its Sydney team, marking a period of sustained expansion for the company. Vanessa Elliott joins the award-winning agency after 18 years managing blue chip brands and international creative projects in London, New York, Melbourne and Sydney. In her most recent role, she worked with Bill Granger, helping him expand his global brand. The hire is the third in recent weeks for Principals. Andy Wood joined as Strategy Consultant last week, moving from House of Brands where he worked on the Vodafone, Dan Murphy’s and BWS accounts. And last month Fiona Crawford joined Principals as Internal Brand Consultant. Fiona has worked for 12 years in senior HR roles in the auto, finance, hospitality, sports and fitness industries. Her most recent role was as National HR and Training Manager at Subaru. Principals Managing Director Tom Brigstocke said the company’s employment philosophy was straightforward. “It’s simple: you need the best people to create the best work. And we’re lucky to have a very special group of people at Principals. I’m thrilled to welcome three more talented professionals to the business”. About Principals Principals is a brand strategy and identity company with offices in Sydney, Melbourne and Auckland. We help 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 (through XXVI, our in-house dedicated language unit) and brand management. Our work includes rebranding NAB, Australian National University and the launch of the Greater Western Sydney Giants. Other recent and current clients include Austalia Post, MLC, Foxtel, Fox Sports, Clayton Utz, University of Tasmania, and the New Zealand Government. To find out more, please visit: www.principals.com.au Principals wins another Best of Awards at REBRAND 2014-02-27T23:14:44Z principals-wins-another-best-of-awards-at-rebrand One of only five awarded this year in REBRAND’s premier category, the accolade is the fourth Best of Awards for Principals. It’s recognition of the new and engaging identity Principals created, to provide the Institute for Creative Health with the cut through they need to get their messages heard.   Formerly known as The Arts & Health Foundation, Principals also developed the new name for this independent, non-profit Australian organisation. With the mission to prove that the arts are essential to the health and wellbeing of individuals and communities, ‘The Institute for Creative Health’ was a natural fit.Simon Wright, Executive Creative Director of Principals, said “It means so much to us as a branding agency to have the opportunity to do such transformational work in the charity and not-for-profit sector. We find these organisations have such huge stories to tell, and we’re happy to be the ones to help tell them.” Anaezi Modu, Founder and CEO of REBRAND said, "Principals is not just a leading expert at brand strategy and design in Asia Pacific. The firm is absolutely among the top in talent we see from around the globe in countless industries."Principals have also taken home a Distinction for their rebrand work with the Song Company – creating a fresh new approach for the 2014 season. For further information, please contact:  Principals Tom Brigstocke Managing Director, Principals Pty Ltd P: +61 418 447 094 E: tom@principals.com.au   About REBRANDREBRAND™ is the leading global awards for brand transformations, showcasing expertise from over 36 countries. Once a year, a new panel of international business, marketing and design executives is selected to jury the competition, with the ultimate goal of showcasing the most effective brand transformations to the world.   About PrincipalsPrincipals is a brand strategy and identity company with offices in Sydney, Melbourne and Auckland.   We help 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 (through XXVI, our in-house dedicated language unit) and brand management.Our work includes rebranding NAB, Australian National University and the launch of the Greater Western Sydney Giants. Other recent and current clients include Austalia Post, MLC, Foxtel, Fox Sports, Clayton Utz, University of Tasmania, and the New Zealand Government. To find out more, please visit: www.principals.com.au          Hoot – let’s hear it for holidays! 2014-02-03T06:53:49Z hoot-let-s-hear-it-for-holidays There’s nothing more exciting than a holiday.    That’s why Holiday Specialists, part of the House of Travel group, decided it was time for a brand shake up.  Principals was called in to create a new name, new visual identity, and fresh communications strategy to help  the brand really come to life – with exciting results.    The new name – Hoot – is a word that instantly evokes the idea of fun and excitement, while the new brand  identity is a vibrant, colourful take on run-of-the-mill holiday advertising.    Sandy Belford, strategy director at Principals, said “Hoot is a company filled with people who are holiday  champions and love what they do. Their new brand really captures the expertise and enthusiasm within the  company, as well as being much more evocative of what holidays are all about.”  The Hoot team is excited about the rebrand, and will be using their new outlook to become Australia’s best  loved family holiday company.    Mandy Scotney, Executive General Manager of Hoot, said: “The new brand is really exciting for us, and helps  us bring our enthusiasm for holidays to life. The name ‘Hoot’ is the name we hope people will think of for a fun  family holiday – and our new identity will have us strongly postitioned against our competitors.”    Look out for the Hoot team at Manly Wharf on Sunday 2nd February between 10am and 4pm, where they’ll be  celebrating the launch with a Hawaiian themed pop-up resort. For further information, please contact:    Principals  Tom Brigstocke  Managing Director, Principals Pty Ltd  P: +61 418 447 094  E: tom@principals.com.au    Nick Durham  Marketing Manager, Hoot  P: 02 9080 6744  E: ndurham@holidayspecialists.com.au  www.hootholidays.com.au   About Principals  Principals is a brand strategy and identity company with offices in Sydney, Melbourne and Auckland.    We help 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 (through XXVI, our in-house dedicated  language unit) and brand measurement.    Our work includes rebranding NAB, Australian National University and the launch of the  Greater Western Sydney Giants. Other recent and current clients include MLC, Foxtel, Fox Sports, Clayton Utz,University of Tasmania, and the New Zealand Government.    To find out more, please visit: www.principals.com.au  Principals Sweeps Melbourne Design Awards 2013-10-25T00:23:57Z principals-sweeps-melbourne-design-awards Design and branding agency Principals took home three gongs at the Melbourne Design Awards on Wednesday for their work on a range of campaigns for NAB.NAB was also presented the ‘Design Champion Award’ for commissioning the work. The category was introduced this year to recognise organisations that sponsor and support great design.It topped off a successful night for Principals, which won Best Advertising – POS, for the NAB Split Banking Campaign, Best Advertising – Print, for the NAB EOFY campaign and Best Graphic Design – Illustration & Type, for their work on NAB’s Traveller Card campaign.On each campaign, Principals used a distinctive design approach to enhance NAB’s existing advertising concepts.Principal’s Executive Creative Director Simon Wright said the awards were recognition of the agency’s willingness to challenge the traditional notions of communications and design in the banking industry.“NAB sets itself apart from its competitors by doing things differently, which is how we operate too. So it was always going to be a good match. A lot of hard work’s gone into these campaigns and we’re really proud of the results. So we’re delighted that the work has been recognised at the awards”.NAB’s Senior Manager of Brand Identity Susanna Hondrokostas said, “Principals consistently deliver high-end design on every project we engage them on, and they always work collaboratively with our advertising agencies and other partners.”The Melbourne Design Awards – now in its third year – celebrates the best and bravest work from designers and studios active in the Melbourne market. The work is judged by a panel of industry experts. Principals are the toast of the 2013 Sydney Design Awards 2013-10-17T06:22:44Z principals-are-the-toast-of-the-2013-sydney-design-awards Now in its second year, the Sydney Design Awards celebrates the sophisticated, cutting-edge design culture Sydney is becoming known for – and encourages both designers and commissioners alike to strive for brave, beautiful work in a wide range of design fields. Last night, Principals was honoured with three of the coveted awards. The Corporate Identity and Branding award was won for the rebrand of CHEP. The Publication award went to their internal branding book, Real Change. And the highlight was the Studio Award, which Principals received as best agency in their category – earning the highest number of votes across all categories. “It’s great to be recognised on such an important stage,” said Simon Wright, Executive Creative Director of Principals. “We’re really proud of the work – and while it’s never about the awards, it’s fantastic to have the bravery of our clients, and the hard work of our team rewarded. We’re absolutely thrilled.” The three-gong haul adds to the Corporate Identity and Branding award picked up at the inaugural Sydney Design Awards last year. Other recent awards include Printovation earlier this month, and six REBRAND awards earlier this year – which maintains Principals’ position as REBRAND’s most awarded agency in the Asia Pacific. RICHSS becomes Neighbour Connections 2012-04-26T02:58:42Z richss-becomes-neighbour-connections Principals branding agency has launched a new name and brand identity for RICHSS (Redfern and Inner City Home Support Services).RICHSS is an important local neighbourhood service. They fulfill a vital social need. They enlist and manage the support of volunteers to make visits to people who are house bound and ensure that people who are vulnerable are not isolated and out of touch.Their name no longer reflected who they were nor what they did (they now provide services across the City of Sydney LGA) and their brand identity didn’t make them stand out. It said nothing about what they did well.Principals undertook this project on a pro bono basis. They engaged stakeholders, inside and outside RICHSS to understand what drives the organisation. They created the new name – Neighbour Connections – which says exactly what they do and what they offer to their clients and volunteers. They then created a new brand identity and look and feel which has now been implemented on their website and marketing collateralThe new brand identity is based around a hand (an obvious symbol of cooperation) and the fingers of the hand reflect the appearance of inner city buildings. It uses bold colours and simple imagery. It’s bright and bold and engaging – just like Neighbour Connections.Sandy Belford, strategy director of Principals, said “Neighbour Connections has such a big story to tell and what they do is so important. We think carefully about how we give of our time and do great work - and this seemed an obvious way to help out”.Therese Poulton, Manager of Neighbour Connections, said: “As an organisation, we are totally dependent on volunteers and people who give their support willingly. Principals has given us a name that says what we do and they have given us an identity that is charming and engaging. This should make it so much easier for us to get our message across”.The new brand identity was announced at Neighbour Connections’ Christmas lunch in December and was formally launched with their new website www.neighbourconnections.org.au on 15th April, 2012. Principals creates leading-edge launch campaign for Ashurst – Australia’s new global law firm 2012-03-28T07:23:07Z principals-creates-leading-edge-launch-campaign-for-ashurst-australia-s-new-global-law-firm Leading brand agency Principals has unleashed a cutting-edge advertising campaign to support the launch of the leading global legal brand, Ashurst, into the Australian market.Law firms Ashurst and Blake Dawson came together on 1 March, creating a new global legal practice with operations in Australia, Europe, the US and Asia.Blake Dawson has been a client of Principals since 2007, when Principals created an award-winning new brand identity for the firm, launched that year. This work underpinned a significant repositioning of the firm in Australia and Asia.Principals has since worked with Blake Dawson on a broad range of initiatives to help them embed the positioning strategy throughout the firm.In September 2011, Blake Dawson briefed Principals on their plans to combine their Asia practice with Ashurst's and to adopt the Ashurst brand.John Carrington, managing partner of Ashurst in Australia said; “This is, without question, the most significant thing our firm has initiated in its 170 year history. We decided to work with Principals because of our long-standing relationship with them - they understand us so well and have a strong record of creating innovative work for our firm”.Principals worked alongside Naked Communications to develop the launch campaign, with Principals undertaking the creative strategy and Naked the media strategy.The three-week online and print pre-launch campaign commenced in February, across all major national and state based publications, and some targeted industry publications which are strategically relevant to the firm.The main launch campaign went live on 1 March. It is running in all major national and state based publications, online, and in press and industry publications which are aligned with key practice areas for the Firm. There are also large format and digital executions in Perth, Brisbane, Melbourne, Sydney and Canberra airports and on in-flight entertainment channels across all domestic flights.Mary Padbury, Chairman of Ashurst in Australia has said of the campaign: “We are very pleased with the reception of the ads and our name change and feel the campaign accurately reflects our character and our new leading, global status”.Sandy Belford, strategy director of Principals, said “We have enjoyed a very rewarding relationship with Blake Dawson since 2007. It was, of course, sad to see the Blake Dawson brand disappear but equally exciting to see the firm’s bold strategy for the future come to life in this exciting and game-changing move. It was an interesting task – to launch the internationally-established Ashurst brand in Australia and retain something of the character and culture of Blake Dawson”.The campaign features the line, “Blake Dawson is Ashurst. Australia’s new global law firm”. It uses unique illustrations and the theme, ‘More than a match’, to show the many ways that the combination of the two firms will bring benefits for clients.ENDSFor further information, please contact:AshurstArriarne Kemp-BishopHead of Communications, Ashurst LLPP: +61 3 9679 3216E: Arriarne.Kemp-Bishop@ashurst.comPrincipalsTom BrigstockeManaging Director, Principals Pty LtdP: +61 418 447 094E: tom@principals.com.auThis email (including any attachments) is confidential and may be privileged. It may be read, copied and used only by the intended recipient. If you have received it in error, please contact the sender immediately by return email. Please then delete both emails and do not disclose their contents to any person. We believe, but do not warrant, that this email and any attachments are virus free. You should take full responsibility for virus checking. Ashurst reserves the right to monitor all email communications through its networks. If the content of this email is personal or unconnected with our business, we accept no liability or responsibility for it.Ashurst Australia (ABN 75 304 286 095) is a general partnership constituted under the laws of the Australian Capital Territory carrying on practice under the name "Ashurst" under licence from Ashurst LLP. Ashurst LLP is a limited liability partnership registered in England and Wales, and is a separate legal entity from Ashurst Australia. In Asia, Ashurst Australia, Ashurst LLP and their respective affiliates provide legal services under the name "Ashurst".Further details about the Ashurst group can be found at www.ashurst.comAbout PrincipalsPrincipals is a brand strategy and identity company with offices in Sydney, Melbourne and Auckland.Principals helps clients build authentic, stand out identities, digging deep to articulate their truepersonality 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 and brand measurement.Principals’ work includes rebranding NAB, Australian National University and WongPartnership and the launch of the Greater Western Sydney Giants. Other current clients include MLC, Lend Lease, Australia Post, Clayton Utz, ICAA, University of Newcastle, Local Government Shire Associations, The Trust Company, Brambles, FINSIA, and Sydney Symphony Orchestra.For more information about Principals see: www.principals.com.au Principals is global winner 2012-03-12T00:12:44Z principals-is-global-winner Brand consultancy Principals has had a great start to the year, collecting ten awards from the 2012 ReBrand 100 Awards.With entries from 28 countries across 34 industries, ReBrand recognises the most effective brand transformations each year. And this year Principals took the most awards of any agency group and has topped the Asia-Pacific region since ReBrand started in 2004.Tom Brigstocke, Managing Director, commented “We’re delighted. Great work comes from collaborating effectively with clients – that’s what builds the trust needed to make a genuine leap. It’s good to see that recognised”.Principals achieved one of the top 5 “Best of Awards” for its work on NAB Private Wealth. “We wanted to create something to cut through traditional premium brand clutter. Combined with clever language, it’s a simple, powerful identity with a positive and confident tone suggesting that NAB Private Wealth provides access to a network, not just a bank” said Simon Wright, Executive Creative Director.Three “Distinctions” were awarded for the rebranding of top Singapore law firm Drew & Napier, The Tax Institute and for creating the identity for the new AFL team, the GWS Giants.Six other awards were for the rebranding of Australian National University, The Bionics Institute, Centuria (formerly the Over Fifty Group) Hirmaa health funds , Catalyst (formerly Unicom Credit Union) and Finsia.Anaezi Modu, Founder and CEO of ReBrand said "Principals is not just a leading expert at brand strategy and design in Asia Pacific. The firm is absolutely among the top in talent we see from around the globe in countless industries."Principals is developing internationally, winning a brand project from Yellow (formerly Yellow Pages) in New Zealand and rebranding a second leading Singapore law firm, WongPartnership, launched last month.Ends.For further information, please contact:Tom BrigstockeManaging Director, Principals Pty LtdP: 0418 447 094E: tom@principals.com.auAbout PrincipalsPrincipals is a brand strategy and identity company with offices in Sydney, Melbourne and Auckland.Principals helps clients build authentic, stand out 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 and brand measurement.Principals’ work includes rebranding NAB, Australian National University and WongPartnership and the launch of the Greater Western Sydney Giants. Other current clients include MLC, Lend Lease, Australia Post, Clayton Utz, ICAA, University of Newcastle, Local Government Shire Associations, The Trust Company, Brambles, FINSIA, and Sydney Symphony Orchestra.For more information about Principals see: www.principals.com.auAbout REBRAND™ and the REBRAND 100 Global Awards:REBRAND™ is the world's leading resource for effective brand transformations. The REBRAND 100 Global Awards is the first and most respected recognition for repositioned brands. Featured in such media as The Wall Street Journal, CNN Money, Bloomberg Businessweek, various magazines and books, the annual competition has entry deadlines in late September. The full 2012 winners showcase is at www.rebrand.com. Principals launches a new brand identity for Singapore law firm, WongPartnership 2012-03-07T02:30:31Z principals-launches-a-new-brand-identity-for-singapore-law-firm-wongpartnership Sydney based brand consultancy Principals has unveiled a new brand identity for top tier Singapore law firm, WongPartnership.Principals won the project (in September 2011) in a competitive pitch and has completed the project in 4 months in time for WongPartnership's 20th anniversary, in February. The new brand identity was launched at a cocktail party for 1000 clients, alumni and friends to celebrate WongPartnership’s 20 years in business.WongPartnership is a 'big four' law firm in Singapore; it has achieved this position in a remarkable 20 years and in competition with firms that have a much longer heritage in Singapore.The project was undertaken to reflect WongPartnership's growing profile and ambitions in the region. It has opened offices in Abu Dhabi (2008), Beijing (2010), Qatar (2007) and Shanghai (2004).Senior Partner, Alvin Yeo, Senior Counsel, said: “We looked for a firm with experience in our sector. Principals demonstrated they could work with us to create a new strategic positioning that reflects our culture and our personality; we are already hearing from clients the new identity does just that.” The brand identity features a new logo, colour palette, language and imagery style. Principals undertook research with clients and employees to form the new brand strategy. It reflects WongPartnership's distinctive drive and youthful energy - and it stands out in the market.Sandy Belford, Strategy Director at Principals, said: "In a highly competitive market, WongPartnership has created a distinct position. In 4 hectic and stimulating months, we worked closely with their management to create a brand identity that is bold, fresh and engaging and is an authentic expression of who they are and what they do."The new brand identity is now being rolled out. WongPartnership's new website went live on February 10th and all of the firm's collateral will be rebranded throughout 2012. A new sense of style on the Sunshine Coast 2011-11-25T07:19:56Z a-new-sense-of-style-on-the-sunshine-coast Brand consultancy Principals has today unveiled a new luxury residential brand “The Coolum Residences”. The Coolum Residences property development is a joint venture between Lend Lease and Sekisui House, located adjacent to the Hyatt Regency Coolum resort on the Sunshine Coast. The new brand was created after the sale of Hyatt Coolum earlier this year, with the launch timed to coincide with the 2011 Australian PGA Championship . Previously marketed as “Come Home to Hyatt Coolum”, the challenge was to create a name and identity that clearly positioned the brand as a place to live with access to the 5 star facilities of the Hyatt Regency Coolum. Tess Shaw, Strategy Director at Principals, said “the branding challenge was complex – to develop an umbrella destination brand for the development that would convey luxury living, support ongoing land releases and be clearly connected to the resort – without being confused with the resort. It’s a crowded market, with many development brands claiming luxury and using resort-like imagery and language.” Nicky Graham, the Lend Lease Marketing Manager for The Coolum Residences said: “The proposition of The Coolum Residences presents a unique, peaceful and family lifestyle in which to live. Principals helped us to create a refreshed brand identity that really sets us apart, and communicates what we’re all about – we’re really excited with the work they’ve done, and the opportunity this gives us to build on the already successful development.”