What a year for Principals. For us, 2022 was packed full of growth, collaboration, and achievement. There’s almost too much to share. But we’ll try.

We opened an office in Perth. And welcomed a whole lot of new faces to our team — including a few employer brand experts.

We launched a strategic tool to help brands genuinely approach Inclusion and Diversity.

We helped Business Australia back the nation’s small businesses with the launch of the MyBusiness platform.

And our ambitious NAB initiative, Project Kaboom, took home gold at the 2022 Good Design Awards. T&Cs never looked better.

We inspired start-ups at Spark Festival. And refreshed the brand of Australia’s largest innovation community, Stone & Chalk Group.

We shared our opinions. Lots of them. With plenty of big, curly brand questions discussed on our podcast, Behind the Brand.

We gave Officeworks an award-winning brand refresh. Unlocked the Walsh Bay Arts Precinct as the sparkling heart of Sydney’s performing arts. And developed a vibrant identity that did justice to the IOOF and MLC transition into Insignia Financial.

We partnered with Godfreys to revitalise their brand while staying true to its rich history. And we worked with the University of Melbourne to create a brand for their newly launched Biodiversity Council. For a rich future.

Most recently, we stole the show at Mumbrella360. And again at the 2022 ANZ Transform Awards, where we were humbly inundated with awards.

Ultimately, we built bold brands that our clients can be proud of.

And now, we think it’s about time for a break.

Our offices will be closed from 5pm on Friday 23rd December, reopening on Thursday 5th January.

To everyone who worked with us this last year, we couldn’t have done it without you. We can’t wait to come back refreshed and ready to do it all over again, but bigger.

Merry Christmas, happy holidays, and have a great new year.


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