One team. Multiple studios.

We started business in 1995. Since then, we’ve grown and expanded, organically and by acquisition, from our origins in brand strategy consulting to brand identity, brand voice and brand experience.

We have been trusted by some of Australia’s largest institutions in the fields of corporate, government, professional services, education and not-for-profit.

We tackle the big branding issues of our times and create brands that are distinctive, genuine, desired and socially engaged. We have been recognised regularly for the last eight years with awards at the international REBRAND™ Awards.

We are now the most rewarded agency in Asia Pacific. It’s something we’re extremely proud of.

  • Showing everyone
  • Creative Managers
  • Creative Thinkers
  • Creative Designers
  • Creative Writers
Tom Brigstocke

Group CEO

Tom’s weekend relaxations include chopping wood and looking after cattle. He gets goosebumps from Elgar. Born in the USA. Still owns a Triumph 900 (his guilty pleasure). Dislikes tofu, likes steak tartare. And contends we have an apostrophe surplus.

Wayde Bull

Planning Director

Wayde worked on Margaret Thatcher’s re-election campaign (in short trousers). Has a collection of TinTin comics in mint condition. Runs long distances when his knees agree. Is a sucker for new apps, a good historic novel and West Wing repeats.

Simon Wright

Executive Creative Director

Simon believes brand ideas can change the world, try and tell him otherwise. He loves simplicity, Star Trek, Duran Duran and Aston Villa. Communicate, communicate, communicate is his most used saying. He is rumoured to be sponsored by Paul Smith. And he once spent an afternoon in the Arizona desert in a Jacuzzi drinking beer with Boris Becker.

Tim Riches

Group Strategy Director

Tim is a pickle lover, sometime pickler and occasional smoker. Finds Zomato an invaluable antidote to restaurant indecision. He’s a small time gardener with a thing for bonsai and terrariums and a believer in the predictive power of science fiction.

Tui Horo

Group Operations Director

Tui use to race off-road rally cars (holding the map, not the wheel). Is a closet gaming nerd at home (competing with like-minded souls nationally). Dream of undertaking her own Grand Designs project. Loves her two dogs (will show photos).

Hamish Cargill

Director, Brand Voice

Hamish still struggles to correctly use ‘affect’ and ‘effect’. Has been a snow reporter. And a stuntman. Once woke to a member of the royal family jumping on his bed. Rode eventing horses professionally for 6 years. And still plans to compete at the Olympics.

Debbie Spence

Strategy Director

Debbie has successfully navigated the frenetic streets of Taipei on a 125 scooter. Should never be left alone with good cheese or Scotch. But thinks pineapple on pizza is an abomination.

Ash Mustchin
Ash Mustchin

Director of Digital and Experience

Ash has moved 28 times in his life. Played in punk bands for years before an ARIA nomination meant he'd sold out. Will debate for hours why Los Angeles is the best city in the world. Has shared a taxi with Toni Collette.

Moensie Rossier

Strategy Director

Moensie is an introverted extrovert with a loud wardrobe. Terrible at disclosing personal information, she loves talking about ideas. Thinks she’s learned as much from fiction as business books. And her name? It’s easy to say if you happen to speak Dutch or Afrikaans.

Claire Gallagher

Internal Brand Director

Claire loves suprises (mostly), talking, Ireland and being a mum. Has a fear of fish. Danced with Salman Rushdie to ‘I Will Survive’.

Darren Swain

Creative Director

Darren has trouble sitting still. Regularly cleans light switches and electrical cables. Will do anything for a back scratch.

Martin Hopkins

Creative Director

Martin was once strangled by Darth Vader. He fears leaving the house in mismatched shoes. He’s got a twin brother back in Essex. He once scaled six mountains in three days. Can sometimes be found photographing empty streets. And he occasionally dines on Thai food for breakfast.

Dean Varndell

Head of Motion Graphics

Dean is not a big fan of the courgette. Admires the aesthetics of numbers. Was a DJ in a past life. Has a weakness for treacle.

Andrew Thompson

Design Director

Andrew once walked nearly three kilometres carrying 30kg above his head in the name of art. Is an avid collector of historic artefacts. His oldest item is 4.6 billion years old. Has busted Banksy in action. But won’t tell you who he is.

Andy Lewis

Digital Design Director

Andy once played live to 3 million Belgians on national television. He's frequently mistaken for David Wenham, mainly in the street, but once on the dance-floor. His Swedish is generally proclaimed as deplorable, and he considers the music section of any pub quiz his time to shine.

Aimee Coleman
Aimee Coleman

Business Director

Aimee wrote and self-published a novel. Her mum thinks it’s the best thing ever, but also thinks Aimee has the voice of an angel. She doesn’t. But she does have a black belt in karate. She once wrote in a bio like this that she could never be vegetarian. But now she is. Funny that.

James Schloeffel

Associate Director, Brand Voice

James has a degree in Economics, managed the marketing team at an international travel company, and was once responsible for determining the optimum shelf position for Barbie dolls. Not the classic path to copywriting. But he’s always had a way with words.

Pip Ireland

Creative Director

Pip is a Creative Director with a strong dislike for lettuce, and a strong dependence on Post-it notes. She doesn’t need maps as all navigation is done via shops and logos. When she was young, Pip represented her town in Gymnastics and can attest to meeting at least 8 members of her favourite 90’s bands. Unfortunately, she didn’t quite meet the Queen at a Buckingham Palace garden party.

Jacob Mahoney

Design Director

Jacob Mahoney is a design director who thinks people take coffee way too seriously, believes horoscopes are rubbish—but karma and ghosts are real. He’s never seen snow, was born to be a copy writer and sees Seinfeld as the only life coach.

Bridget Ashley

Account Director

Bridget likes to smile. And ask questions. She hates making plans. But loves doing things. Has a penchant for Sudoku. And wearing stripes. Finds herself getting zen to hip-hop and rap. And will always remember your name.

David Cunningham

Head of Production

David enjoys taking things apart and putting them back together. Used to be a games tester. Plays a number of musical instruments and has played live on BBC Radio 1.

Hayden Mathys

Motion Graphics Designer

Hayden gets extremely frustrated if he doesn’t play football once a week. Had dreadlocks for 16 years. Loves cooking (signature dish is Thai green curry).

Yolanda Koning

Design Director

Yolanda is a Kiwi with Dutch parents. She still says chilly bin. And jandals. She goes a little crazy on Sake. Knocks over a glass of water daily. And once wore two different shoes to work. (It was an accident).

Gareth Joe
Gareth Joe

Senior Strategy Consultant

Gareth Joe is a senior strategy consultant who’s pretty sure we’re living in some kind of simulation. Probably explains how he worked for Wu-Tang. He dreams of going to Mars and believes white sneakers makes you look fast. Because they do.

Blayne Summergreene

Account Director

Blayne wants to learn Japanese and Spanish, you know, in case he’s drafted to play soccer. And going by his Bingo winning ratio, the odds are pretty good. He loves to cook, but can’t boil rice. Which won’t matter when he’s earning a pro soccer player’s salary.

Victor Gu

Assistant Accountant

Victor Gu is an assistant accountant who joined Principals in 2018. A recent graduate from University of Sydney, he’s passionate about accounting. Seriously, he’s got a Bachelor Degree and Masters in MPA to prove it. Victor’s experience in tax services and financial accounting has him on a path to attain his Chartered Accountant qualification.

Mat Hyde

Senior Account Director

Mat's signature dance move is ‘the pony’. He once owned a yellow ’79 Corolla called the ‘Butter Box’. Could start it with a paddlepop stick. He’s lived and adventured overseas. He once ate ‘Cuy’ (Guinea Pig). And swam with a croc. He was born and bred in the country. And he thinks happiness is a choice.

Carolina Relander

Senior Designer

Carolina speaks Swedish. With a Finnish accent. She rides horses. And bikes. She loves picking cherries. Can’t go past a good documentary. And will always have a place in her heart for Pippi Langstrump. (That’s Swedish for Pippi Longstocking.)

Tallulah Storm

Office Assistant

Tallulah wants to own a long-haired chihuahua one day. Not the kind you see in cute animal videos though. She despises those videos. She loves wearing socks to bed, dreams of being a Russian ballerina and would do almost anything for a chocolate hazelnut wafer. Just don’t ask her to watch a cat playing the piano.

Chloe Lawrence-Hartcher
Chloe Lawrence-Hartcher

Senior Account Manager

Chloe is kind of a nerd. I mean, who learns HTML at 10? Or plays flute for 15 years and well enough to gig at the Sydney Town Hall? Or spends 6 years producing films that tour international film festivals? And if that isn’t enough, can also speak French – Ooh la la! Chloe, that’s who.

Gemma Harben

Studio & Production Manager

When she’s not mashing up the dancefloor, Gemma can be found mashing potatoes. Vegan gotta eat. A loud laugher and small sneezer, she sometimes makes plans to plan for the Apocalypse. Or, when she’s feeling more hopeful about humanity, studies Japanese. Current favourite word: Irusu. Pretending to be out when someone knocks on your door.

Nancy Ma

Group Financial Controller

Nancy grew up in a big family. But pretended she was an only child. She thinks travel should be spontaneous. And once wound up in a town called Sandwich. Shortly after, Nancy’s husband took over planning all trips. She also plays netball. Mainly to work up an appetite. Possibly for sandwiches.

Alex Menyhart

Writer

Alex tries to reconcile his love of Brutalist architecture and Spaghetti Westerns with his desire for validation from his friends and peers. Last summer, he hooked a large selection of inedible fish. He owned guinea pigs for many years, now he has a fibreglass crow he calls ‘Ives’. He neither confirms nor denies winning the 2009 Eurovision contest for Norway.

Charlie Rose

Senior Strategy Consultant

Charlie can’t say no to karaoke. Or liquorice. He once acted in a Colombian soap opera. Called ‘Bad Girls’. He’s ridden a bike across Argentina. Plans to hike on every continent with his wife. And loves sci-fi and fantasy. Unashamedly.

Sam Baines

Designer

Sam is a designer whose best friend is a dog named Theosaurus. He can’t drive a car. And isn’t confident in his bike-riding abilities. He loves coffee. And chicken nibbles. He’s an avid collector/assembler of Star Wars Lego sets. And plans to live off their proceeds when he retires.

Jordan Demetriou

Designer

Jordan is a Designer with a strange connection to numbers. She’s a triplet who’s known to break three bones at a time and once memorised the first 100 decimals of Pi just because. She loves crime podcasts – particularly about cult leaders – and heavy metal. And although a former cheerleader, the only move she does these days is the worm. But only after a whisky (or two).

Jhon Riano

Motion Graphics Designer

Jhon is a Motion Graphic Designer who never says no to a cold beer. Loves to escape to the skate park. But is still prone to a fall every now and then. He can’t live without music. He truly believes we’re not alone in the universe. And would love to share a pizza with an alien one day.

Debra Fisher

Account Manager

Debra is an account manager who prefers cats to humans, and her cat Pepsi to everything else. She’s seen ‘Wicked’ 18 times. Seriously. Loves a good pun (or any pun, really) and if she were a biscuit, she’d be a Pink Wafer.

Marty Zablocki

Writer

Marty likes all kinds of music, but not all music. He once started a French rock band called The Escargo-go’s that sadly didn’t go on to global domination – crushing his rock star dreams. Cooking makes him happy. Especially when narrating his own cooking show (to himself). Although he trained as a designer, nowadays he prefers pushing words around, not pantones.

Jarrod Porter

Digital Designer

Tea before coffee. Savoury before sweet. Pun enthusiast. Struggles to function without music. Own 4 different types of instruments, but never mastered one. Occasional DJ and record collector. Often spotted front row at a live music venue. Happiness is good cooking paired with a good glass of wine with a good record playing.

Renee Stekel

Senior Account Director

Renee loves the ocean. And never regrets getting up for a sunrise. She’s most alive when exploring new places. Which partly explains 14 moves in the past decade. Keep cup in hand, she’s all about protecting the environment. And autumn is her favourite season for obvious reasons – the fashion.

Min Shim

Designer

Min was born in Seoul, South Korea. But has already lived or worked in 5 countries. Here in Melbourne, she enjoys eating brunch. And cake. Especially chocolate mousse cake. She likes yoga too. And right now, is trying to master the side crow.

Elaine Ma

Senior Account Manager

Currently trying to cure her seafood allergy by eating more of it, Elaine brings steely grit to everything she does. Like having the most rainbow-coloured wardrobe possible. Born in Hong Kong, Elaine now spends her days in Sydney opshopping and fattening up her family of pet mini prawns. Near invisible to the naked eye, she assumes they’re doing swimmingly.

Amy Cameron

Writer

Amy loves coffee more than most people love their mums. She also loves live theatre. Just not as much as coffee. She’s very proud of her moonwalk. And hates every single thing about bananas. Mostly the smell. And the colour. And the taste.

Marine Piersotte

Strategy Consultant

Marine is obsessed with street art and dumplings. She grew up dancing in Belgium. Masters the art of lucid dreaming. Wishes she lived in the disco era. She speaks five languages (three fluently). Which once landed her a job as translator on a kids news TV show. She wants to learn to code. And plans to travel the world with a corgi.

Nick Ryan

Senior Writer

Nick is a writer who dreams of living in a tiny house one day, despite being 6’3". Once rode a brakeless bike around Portugal, wearing shorts and jandals. He has many passions outside of writing - including cryptozoology, 80s Rub-A-Dub, swimming in rivers, bioluminescence, wood fires, Spanish nights, and comfortable chairs.

Ruth Chapman

Creative Artworker

Ruth came to Australia for the sunshine. And to escape the slugs in the UK. She loves long-distance running. Has already smashed the London and Loch Ness marathons. And her next step is the Great Wall of China. After that? Winning an eating competition.

Kristen Cetrulo

Creative Coordinator, Brand Voice

Kristen secretly loves putting IKEA furniture together. She invents a new business idea daily. And has lost count of how many DIY projects she’s started. She’s terrible at ironing. But once steamed Eric Clapton’s shirt.

Lisa Wilson

Writer

Lisa wasn’t allowed to eat sugar or watch TV as a child, but has made up for it ever since. Loves animals and once owned eleven Dalmations. Has now scaled back to one ninja-like Chihuahua. Wants to exhibit at the Chelsea Flower Show but so far has only managed to grow some beautifully healthy weeds.

Dane Collins

Creative Artworker

Dane doesn’t tan well. Burns to a crisp in 5 minutes flat. But thinks his red hair gives him a high threshold for pain. He’s obsessed by stuff made from stainless steel. Avoids olives. And thinks life’s not worth living without soccer.

Ashley Ng

Senior Account Manager

Ashley loves great docos. And lousy ones like Real Housewives of… anywhere. Hair model extraordinaire, she’s represented Australia in competition. And she will never part with her old Pokemon cards. Ever.

Susan Austin

Accountant

Susan doubles as a cookbook author. Once cooked Sang Chow Bow with Kerri-Anne Kennerley. Lived in Singapore.

Gemma Forsyth

New Business Executive

Part time mermaid, full time crime novel enthusiast, Gemma is a Brisbane Girl with an Italian side - she loves her mum, rosé and pasta (in that order). The only thing she desperately needs in her life is a cavoodle.

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