Tom, our Group CEO, has spent over thirty years in branding and communications across the UK, Europe and Australia, working on a variety of consumer and B2B brands in sectors as diverse as financial services, government, automotive and media. He’s been at Principals since 1998, managing the business and driving the opening of offices in Melbourne and Auckland and the acquisition of XXVI, the language arm of Principals.
Tom’s background was initially in advertising in London, joining the graduate training programme at JWT. He then spent 10 years at DMB&B in London, across Europe and finally with their Sydney office (Weekes Morris Osborn), before joining Principals
In addition, Tom has also served on the boards of a number of companies in retail, health, education and community support.
Wayde is a founder of Principals. He has led strategy projects for brand leaders including Australia Post, Fairfax, National Australia Bank and Toyota. He has also helped many local brands take their story to the world like Austrade, Lion Nathan and Telstra.
Before co-founding Principals, Wayde learnt his research and planning craft at Kodak in New Zealand and the UK and with Young & Rubicam in London, New York and Sydney.
Simon is responsible for setting the creative standards of large brand identity projects. During his more than 20 years' design and branding experience he has worked on many high profile clients spanning a diverse range of agendas, geographies and sectors.
These clients include Argos, Aston Villa Football Club, British Airways, the British Heart Foundation, Cable and Wireless, Comic Relief, Egg (internet bank), Maersk, Norgren, Trust Investment Bank and Waterstones.
The opportunity to work for a leading Australian agency in a sunny city drew Simon to Principals from his role as creative director of Interbrand London. Over the years Simon has won various awards, including D&AD, Design Effectiveness, Creative Circle, New York Festival and Design Week.
Sandy formulates strategy, inspires and motivates our design teams and ensures that our clients make the most of our creative thinking. He has helped create smart branding solutions for many of our clients, including APEC, Blake Dawson/Ashurst, Clayton Utz, Esanda (ANZ Bank), Life Without Barriers, National Australia Bank, University of Tasmania and Telstra.
After joining The Partners in London he established their Sydney office in 1999. In 2002 he brought his team across to Principals. His brand-consulting experience includes working for Addison in the UK where he ran major strategy and identity projects for clients such as the Royal Bank of Scotland, British Steel, Grant Thornton and Credit Agricole.
On the client side he was global corporate communications manager for Hartstone and corporate communications manager for Bestobell plc.
With over 15 years experience in client services, Mel has successfully managed some of our most significant brand strategy, identity and communication projects, for clients including NAB, Australia Post, MLC, JBWere, Coles, Bupa and Monash University. Before joining Principals, she worked on a range of comms projects for brands as diverse as Medibank, Telstra and the Victorian Government. Mel holds a degree in Arts and Entertainment management – and between managing projects for our Melbourne clients, she’s busy making sure everyone in the Melbourne office is smiling too.
Tim is our Group Strategy Director, and has worked in the branding, communications, design and research fields for over 20 years.
He was previously CEO of Edelman Australia, and before that led the Australian office of Designworks.
Tim has been Managing Director Australia for international research and strategy boutique The Leading Edge, and spent 12 years in a variety of roles with global brand consultancy FutureBrand - including a 2 year stint in an APAC regional role in Singapore. He’s also held the position of Adjunct Professor to the National School of Design at Swinburne University.
After originally training and qualifying as a lawyer, Tim has added a degree in Arts (philosophy major) and postgraduate qualifications in business (marketing) to his law degree. He has provided expert evidence on brand in litigation, and has been a judge of the Effies (Australian Advertising Effectiveness Awards), the Asian Marketing Effectiveness Awards and the Good Design Awards.
Tim's experience in broad and varied, ranging from retail, with clients including Woolworths and Officeworks; to banking, with projects for Westpac and NAB; to transport and infrastructure branding experience for the likes of Transurban, NSW TrainLink, Melbourne Metro, V/Line and JTC in Singapore. Tim also has deep experience in the resources sector, education, professional services and a particular penchant for tourism, destination and country branding.
Hamish is XXVI’s Director of Brand Language, looking after the clients and creative work in our Sydney and Melbourne offices. It’s his job to guide brands through the entire process of creating their unique tone of voice, from the first workshop through to implementation and training. With brand voice projects for major Australian brands like Qantas, Aussie, AAMI and Optus under his belt, Hamish is well prepared for the challenges that go with changing the language of big (and small) businesses.
Owner of law and journalism degrees, Hamish is a highly experienced writer and presenter who understands the serious nature of business – but still seeks to find the fun side of even our most serious corporate clients.
Darren is Principals' Creative Director, with experience across many sectors and countries. He’s also a true believer that creativity can solve and deliver meaningful change to any business.
Darren’s recent work includes the rebranding of PNG Air, putting entertainment back into the heart of FOXTEL, and making Monash University look world class. He also helped Sydney Symphony Orchestra find its unique personality, and HYUNDAI to become Australia’s most loved car company.
Ultimately, Darren believes that thanks to the demand for innovation around the world, it’s a great time to be working in branding in Australia.
Tui is our Group Account Director, Sydney. She facilitates and drives the development of brand projects. She started with us in 2008 and has been in advertising and branding for nearly 20 years.
Her most recent clients include Hyundai, University of Tasmania, Life Without Barriers, Everlight Radiology, Opal Aged Care and Sekisui House. Her past clients (before Principals) have included the Commonwealth Bank, Dell, P&O Cruises and Taronga Zoo.
Martin, our creative director, has been creating new agile brand identities and transforming old tired ones for 20 years.
Driven by the ‘big idea’ he’s partnered with organisations across a diverse range of sectors in Australia, the UK and recently SE Asia, to help their brands stand out, clearly stand for something and make a positive difference to people’s lives.
Having spent his career working for global branding and advertising agencies, independent design studios, and even for himself, Martin is now one of Principals creative directors, crafting award-winning brand identities for a diverse range of clients.
In Australia, those clients include Australia Post, Bupa, Lend Lease, NAB, Optus, Qantas and Tourism Australia. And before hopping the pond, he created work for Barclays, The Football Association, Unilever, BBC, the National Gallery, and more.
Aimee is an Account Director currently working with our financial services clients to achieve their internal and external branding projects on time, on-brief and on budget.
Before joining Principals, Aimee worked in client service for 5 years in the UK; largely in the FMCG sector and across Health and Beauty, Food and Drink and Automotive industries. Previous clients include: PZ Cussons International, Turtle Wax, Aldi and Kerrygold. Some brands she has worked on include: Cussons, Batiste, Radiant Goodfellas Pizza, Radiant.
Claire, an internal brand director, helps clients understand their brand and guides them through times of change. She has been doing this for over 12 years in senior consultancy and in-house roles.
Since joining Principals in 2007 she has worked with clients such as Blake Dawson, QBE, Subaru, NZ Telecom and Harrison Grierson. Her past clients include Astra Zeneca, BAe, BBC, British Design Council, SmithKlineBeecham, Tesco and Woolwich. She has a BA(Hons) in History and an Advanced Certificate in Marketing.
Josh is a Senior Designer who has brought 10 years’ experience in the design industry to Principals’ Sydney office.
He’s worked in both Sydney and Paris, and his clients have been everyone from small start-ups to well-known international brands.
Putting his degree in Visual Communication to good use, you’ll find names like Vodafone, TF1 (France), Diageo, Westfield, Royal Botanic Gardens, Westpac, IKEA, and Australia Post on Josh’s CV.
Kay is a Director of Business and Operations with over 17 years experience in the branding industry.
She works passionately to ensure that brand strategy always delivers to business strategy. Having been the General Manager of one of Australia’s largest retail brand agencies, she also believes in the power of positive and effective leadership.
Kay has worked closely with local and international clients such as Qantas, University of Sydney, Super Retail Group, Woolworths, NAB, Big W, The National Heart Foundation of Australia, Unilever, GSK, Reckitt Benckiser, and Sanofi Aventis.
Dean looks after the technical and production aspects of all our projects as Head of Design Implementation. He's been with us since 2006 and in branding and marketing for over 15 years.
He works across all of our clients and across virtually all industry sectors. As a result he has a very broad understanding of how to effectively and efficiently implement design solutions.
Joining us in 2014, Andrew heads up the design work from our Melbourne office. With over 15 years of design experience in agencies both here and London, Andrew’s worked across the spectrum – from multi-million dollar brand campaigns, to designing novelty cheques. His list of clients is just as diverse – ranging from brands like Virgin Records and the BBC, to Telstra, StarTrack, Siemens and Foster's.
Jane Spalding is a Senior Designer who’s been at Principals since 2014, creating and developing design concepts for visual identity projects. With her degree in Graphic Design, she has over 10 years’ experience in the branding industry, both in London and Sydney. Jane has previously worked with clients like O2, BP, Sainsburys, British Gas, and Microsoft Australia, and now works on NAB, Australia Post and Sekisui House.
James is a Design Director with over 15 years experience in branding in both London and Sydney. Armed with a degree in Graphic Design, James’ work spans a broad range of Government, B2B, B2C and Not-for-profit clients, including the Commonwealth Bank, Westpac, Lendlease, Westfield, QBE Insurance, Kraft Foods Company and Unilever Ice Cream. As a designer, he believes that great ideas can change the way people think, solve business problems and help give companies and staff a sense of purpose. They can even make people smile. And for him, that's the really fun part.
Vanessa, our operations manager, is responsible for the operations of the business and ensuring the best possible design within budget and time allowance. During her 20 years in the advertising industry she has worked with several large advertising agencies and high profile campaigns for clients. These clients include Arnotts, Sydney Organising Committee for the Olympic Games (SOCOG), Chanel, Hyundai, Australian Rugby Union, Schering-Plough and Roche.
Throughout her agency experience, she has implemented new processes at BBDO (Dubai), developed a traffic management course for the Advertising Federation of Australia – AdSchool, and has managed everything from team structures and staff development, traffic management, print/TV production, and business operations. All on time and on budget, obviously.
Daylan looks after digital experience at Principals. He is responsible for ensuring that your brand translates into frictionless digital experiences. Daylan has worked on UX and CX projects for brands such as Lendlease, Village Roadshow, Dunlop/Goodyear, Toshiba, Hyundai, Australia Post and NAB.
Christina, a senior designer, designs branding, corporate identity and communications solutions.
With us since 2006, she has more than 10 years' design experience. Her previous clients include CHEP, FINSIA, NAB, Clayton Utz and Subaru. In the UK she worked on BT, Ernst & Young, Natwest and Nokia in addition to smaller clients and some museum work. She has a degree in graphic design.
Hayden is our specialist finished artist. Prior to joining us in 2008 he spent 12 years working as a finished artist for other branding agencies.
He brings his extensive experience and attention to detail to all of our projects. His skills extend to creating original illustrations and bringing to brands to life through brand movies. Previous clients include Asteron Life, Efic, NAB and Coffey.
Lucy graduated from an MA (Hons) in History of Art, but was quickly lured by the fast-paced nature of client services. She joined Principals in 2014, after spending 4 years in advertising and direct marketing in the UK – where she worked predominately with financial, retail and third sector clients. When it comes to her work, Lucy’s all about building strong relationships and exceeding expectations with creativity. It’s something she’s done again and again with one of our key Melbourne-based clients, Australia Post.
After finishing up his studies in Glasgow, David divided his time in design studios in Edinburgh and London – working on magazines, newspapers, and other media that helped him hone his craft. Following a brief stint in Sydney in 2007, he headed back to Edinburgh to join the creative team of the largest financial institutions in the UK. And after a six-month honeymoon in India and Nepal, he headed back to Sydney – where he spent the next 3 years as a Senior Finished Artist at an advertising agency. Having worked on projects for clients including BBC, Sekisui House, H2 Coconut Water and Mirvac, David has a knack for creativity – and a real eye for detail.
Yolanda is a designer with over 15 years experience in the branding industry, both in Australia and New Zealand. Since 2008, she’s worked at Principals as an award-winning lead designer for NAB and The Song Company.
She’s also worked on projects for Australia Post, University of Tasmania, Transurban, Waiheke Island, Herman Miller, Coca Cola, AMA, Vodafone, Young Guns and SAIC (School of the Art Institute of Chicago).
Yolanda holds degrees in both Graphic Design and Psychology. She’s passionate about the Arts, and has an increasing interest in the purpose-led design movement.
Mat joined the Principals team as an Account Director in May 2014, bringing along a passion for brands, and the drive to deliver more for his clients.
With over 10 years experience both locally and overseas, Mat's previous clients include CUB, Mondelez, Heinz, Nissan, Stihl and Pernod Ricard. He’s also got a combined Bachelor of Arts / Bachelor of Commerce degree with majors in Marketing, PR and HRM.
Michelle is a Design Director with over 20 years experience in the industry. After working in both London and Sydney, she joined Principals in 2015 and now develops branding for Australia Post.
With a degree in Graphic Design and a Diploma in Interior Design & Decoration, Michelle’s career has spanned the worlds of branding, corporate communications, wine packaging, and wine marketing. It’s a breadth of expertise that’s produced some remarkable work for past clients that include Wesfarmers, ASX, Kraft Foods, InvoCare, Penfolds, De Bortoli, and Wynns. But it’s the big idea – and discovering how to bring them to life – that really drives her.
Emil creates and develops design concepts for our visual identity projects. He joined us in 2010 and has a Bachelors degree in Advertising and Design. He has over 10 years experience in the industry and has worked with clients such as AGL, Bacardi, and The University of Sydney.
Emil’s clients include Blake Dawson, NAB, GWS Giants, Liverpool City, Opal Aged Care, ICAA, Neighbour Connections and The Song Company.
Andie is Principals’ digital project manager. She has been a digital practitioner for over 12 years with specialisations in production, development, UX and design. She has been both client-side and service-side and has worked on well-known as well as award-winning digital products and experiences.
Annabelle is a Business Development Executive. She has a Bachelor of Commerce, majoring in Marketing and PR. And has been in customer service for 8 years – working mostly in jewellery and skincare. At Principals, she’s a top-notch researcher. And always on the look out for new business opportunities.
Mike is a Writer at XXVI who first joined us in 2010, after finishing a Bachelor of Communications from the University of Technology in Sydney. Since then, he’s worked on copywriting, brand voice development and naming projects for clients including NAB, Toyota, Bonds, Optus and the Suncorp Group.
Amy studied Creative Writing and Literature at the University of Melbourne, graduating with a Bachelor of Arts in 2012. She joined XXVI as a Writer early in 2015, after spending a year teaching English and Literacy in London. She now works on word-related projects for clients like NAB, Origin, Australia Post and HOYTS.
James is a writer in our Melbourne office. He’s written for clients including NAB, Australia Post, Origin Energy, KPMG, Optus and QSuper. He’s worked previously as a freelance copywriter, marketing manager at STA Travel in both Australia and the UK, and as an marketing analyst for Mattel toys. James has also written opinion and feature articles for titles including The Age, The Sydney Morning Herald, Virgin Voyeur inflight magazine, The Independent, and Marketing Magazine.
As a Senior Account Manager in Melbourne, Donna works hard to find the best solutions for our clients – every project, every time. Since joining Principals in 2015, she’s had a huge hand in the work we do with key client NAB, and has been involved in a number of major internal and external projects for the brand. Donna came to us armed with more than 8 years of experience in client management, both in Australia, and in the UK. In that time, she worked closely with major international retailers and brands – including Coles, Marks & Spencer, Nestle, Nike and Google.
With a CPA accreditation and plenty of experience under his belt, Russell heads up the finance department here at Principals. Before joining us from Innocean in 2014, he worked for companies in industries as broad as defence, lottery, shipping and finance – eventually finding his home in the media and comms space. And with a knack for management reporting, as well as explaining a company’s finances in easy-to-understand language, he makes sure even the most creative types in the office can get their heads around the facts and figures.
Carolina studied Graphic Design in Belgium, and since then, has worked in Brussels, Paris and Sydney. She has more than 10 years’ experience in the design industry, and brought it all with her to Principals in 2014, where she develops concept design and illustration for visual identity projects. Before coming to Principals, she worked with a range of clients, including Telstra, Sibelga, Coles, Prezi and the Cancer Council. Now, she spends most of her time working on NAB and Australia Post.
Jamie works as a digital designer in our Melbourne office, helping to create eye-catching, engaging work for a number of our clients. Before joining Principals in 2014, he’d hopped the pond from the UK and was working as a freelance designer in some of Melbourne’s leading agencies. Back home, he was the Head of Art for MalletCrane – with a list of clients that included Emirates NBD, Logitech, JVC, LG, Trend Micro and Jersey Tourism.
As a self confessed ‘over-thinker’ Lucy discovered a passion for Philosophy in her teens – and she went on to study it at Cambridge University (UK). After 3 years of thinking, she was ready for more active pursuits. She spent some time travelling the world and worked in qualitative research for 3 years in London before making it to Australia. After a year in research and planning at The Lab, she joined the Principals strategy team where she helps clients like Monash University and Australia Post, discover who they are and who they want to be.
Debbie is a Strategy Director who’s been working at the interface between commerce, culture and creativity for over 15 years. With a background in brand strategy, a degree in psychology, and experience in Design Thinking, she’s skilled in balancing business ambition with customer experience.
Since 2012, Debbie has worked in Australia with Centennial Parklands Foundation, Coca-Cola, Johnson & Johnson, Kimberly-Clark, NBN Co, SA Power Networks, and Woolworths. While in the UK, she worked with the likes of BBC, Commercial Bank of Qatar, Global Radio, HSBC, Tesco, Universal Music, and the University of Ke
In 2003, Sam graduated from a Bachelor of Design at CPIT in Christchurch, NZ. Since then, he’s accumulated 9 years of experience as a designer – working across identity, brand and publication design, as well as promotional and corporate material. He worked with start-ups and leading international brands alike (including BP New Zealand, BP America, and the All Blacks) before joining Principals in 2015. During his time here, Sam’s been a part of some major projects for clients like NAB and Australia Post.
Min is part of our design team in Melbourne, but also has studio experience in Seoul and Hong Kong. She holds a Bachelor of Design, majoring in Communication Design, and an advanced minor in Advertising Design Strategy. As a creative, she specialises in illustration, but is also skilled at developing comprehensive guidelines and tackling co-branding and endorsement logo scenarios. At Principals, Min has been involved in internal and external projects for a number of our key clients – including NAB and Australia Post.
Jhon started out as a graphic designer in a small agency called Guacamaya, and since the start of his career, worked in publicity and other agencies like G2 (now Geometry Global) and Chimpanzee Mind Crew. Jhon’s won awards in Argentina for his work on a music video, as well as international design awards. In Australia, Jhon has worked with ABC, New Republic, Bashful, ChannelZero, Candid and Cummins&Partners, on a range of interesting and exciting projects – and he now finds himself in the design team at Principals in Sydney as a Motion Graphic Designer.
Bridget is an Account Director, who joins Principals with over 8 years of branding and design experience in the US and Australia. While she’s a people person and sits in account service, she also loves all things strategy and design. She’s comes to us with a political science degree, and has previously worked with clients like Air Tahiti Nui, BUPA, BHP Billiton, Carlton & United Breweries, Hostplus, Public Transport Victoria, South Pacific Tourism Organisation, and the Victorian Government.
Allister Eather is a Senior Finished Artist who brings nearly 15 years of experience to Principals. He started his career in one of Melbourne’s small print agencies, and eventually found his way to Sydney – where he discovered the world of advertising, and spent 5 years freelancing for a number of agencies. Allister has experience working with some major international clients, like Nike, Subaru and HP.
Kelly is a Senior Account Manager with experience in Advertising and Marketing, Public Relations, and Events and Publicity. She holds a Bachelor of Communications from Monash University.
Before joining our Melbourne team, Kelly worked with clients including Frasers Property Group, Pace Development Group and Lechte Corporation. Kelly’s also known to take on tasks well outside the traditional Account Management scope – from media buying and onsite activation, to digital and web analysis.
Marine is our junior strategy consultant. After starting as an intern in our Sydney office, she now puts her creativity and research skills to use in Melbourne.
Before coming to Australia, Marine lived in the Netherlands – graduating with a Bachelor of Arts (Honours), majoring in marketing, media communication and film. And over the last five years, Marine’s worked across the fashion, hospitality, luxury cars, engineering and health care industries.
Marine is excited about helping brands discover who they are, where they want to be, and building authentic strategies to get them there.
Charlie Rose is a Strategy Consultant in our Melbourne office. Before joining Principals in 2016, he worked with clients like Officeworks, AAMI, Victorian State Government, Coca Cola Amatil, Dorf, Caroma and USG Boral.
With a strong academic background, and over eight years experience in the branding industry, Charlie uses strategic rigour and keen insights to create meaningful customer experiences.
Lydia Boylan, a senior account manager in our Sydney office, studied fashion marketing at university. After graduating, she stepped into the world of branding and never looked back. In five short years, she’s made big strides working on campaigns for clients like Mirvac, Sheridan and Nikon.
A background in fashion gave Lydia an eye for detail and a thoughtful approach to the property, fashion and lifestyle brands she’s worked with. So it’s no surprise that when she made the jump from London to Sydney, she brought along her passion for creating beautiful work – which fits right in with us.
A writer for XXVI, Cam got his start as a professional musician. He later went to university and now holds degrees in Psychology and History. After graduating, he taught creative writing and worked as a freelance writer. He’s written for literary publications like Going Down Swinging, and although new to XXVI, feels very much at home.
Ruth Chapman is a Creative Artworker who joined Principals in 2016. Before coming to Australia, she spent eight years as a Graphic Designer in London, working on a range of branding, advertising and digital marketing projects for clients like Gatorade, Jacob’s Creek, Stonewall, Smashbox, Zurich, Bupa, Barclays and Aviva.
Nick is a writer who joined Principals in 2016, working with the XXVI team to create unique brand voices and copy for some of Australia’s biggest brands.
With more than 10 years’ experience in Broadcasting – across Australia, New Zealand and the UK – he’s had the opportunity to work on a variety campaigns for a huge number of clients. From small local startups, to big international brands like Skoda, Nick brings a unique set of skills to the team.
Kristen Cetrulo is a Creative Coordinator at XXVI. She keeps the team in check, the clients happy, and assists with the entire brand voice journey. Before joining XXVI in 2013, Kristen lived and worked in New York. She holds a degree in Fashion and Fine Arts, and has experience in Hospitality and Fashion Marketing, and Healthcare Advertising.
Shelley Brownbridge joined XXVI in 2016 as a Creative Coordinator. She works part-time managing clients, projects, budgets and timeframes. With a degree in Communications, she also brings 14 years of account management and administration experience to XXVI. She’s worked across marketing at Austereo, beauty and fashion public relations, and high-end homewares.
Dane is a Creative Artworker at Principals. Starting out at a small agency in Pyrmont, he’s gone on to carve out a creative career spanning 7 years.
Before joining us in 2016, he was freelancing for clients like Evo Agency and the Government. But over the years he’s also worked in a number of Sydney studios, lending his artistic talents to clients like EPSON, myPlates, Children’s Cancer Institute, Nestle, Streets Ice Cream and Jack Daniels.
Dee is an Accountant who’s been at Principals since February 2017. She has over 5 years experience in Finance and Accounting, preparing financial reports and analysis of accounts for companies like AMP, McBurney & Partners, St Jude Medical, Discovery Technology and Conair.
After a decade of helping clients achieve their branding and design goals, Emily Jones begins her Account Director role at Principals with an impressive array of work under her belt. She’s had experience in both London and Sydney, working predominantly in the FMCG and retail sector, and across the leisure, sport and tourism industry. Emily’s strength lies in making sure complex projects go smoothly, from inception to launch. She’s always striving to help deliver work that not only engages and connects with consumers, but is also at the forefront of innovation.
Some of Emily’s previous clients include Woolworths, Super Retail Group, Zoetis, Apotex, Merlin Entertainments and Bacardi.
After completing a Bachelor of Economics in Accountancy, Susan worked for Arthur Andersen before moving to the corporate world – starting with DuPont Australia, and more recently, American Express.
Susan took a break from the mainstream workforce while raising her three daughters. In that time she worked as a Teachers Aide in Singapore, a bookkeeper, and wrote three cookbooks that were published by New Holland.
She joined Principals to help out in the world of accounting, and assists Russell with the day-to-day finances of the business.