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.


For further information, please contact

For further information contact:

Tom Brigstocke
Managing Director
T: 0418 447 094

About Principals

Principals 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.

About 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

Press Release - Principals - 12th March 2012

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