Principals’ 30 for 30 Brand Grant

We’re marking 30 years of Principals by offering $30,000 of seriously imaginative firepower to an organisation ready to step up and use their brand as a force for positive change.

This is open to any Australian brand, big or small, that’s working to make the world better in its own way. 

Whether you’re tackling social inequality, transforming education, reimagining cities, or just giving people a reason to smile – we want to help you do it better, bolder and louder.

Why we’re doing it

At Principals, we believe in the power of brand to impact positive change. After three decades in the game, we want to put that belief to work by backing an organisation doing something good.

What we’re offering

We’re offering the winning brand $30,000 worth of our time for whatever your brand needs across our capabilities: design, insights, strategy, employer brand, your future offers, and your brand voice. Only one brand, as determined by our judges, will win the prize.

Who should apply

Any Australian organisation with a clear goal and the ambition to make a real impact. You don’t need to have a flashy website or a PR team. Just a bold idea, and a reason why brand can help you get there.

Meet the judges

Chaired by Principals founder Wayde Bull, our judging panel includes senior team members across strategy, design, voice and client leadership from our Sydney and Melbourne offices.

Moensie Rossier: Strategy Director, Sydney

Rachel Terkelsen: Creative Director, Melbourne

Naomi Landau Eglick: Director Consumer Brands, Melbourne

Nicholas Ryan: Associate Director XXVI, Sydney

 

Applications open: 2 July 2025

Applications close: 11:59pm 16 July 2025

Finalists notified: 22 July 2025

Finalists present to judging panel: 30 July – 1 August

Winner announced: 5 August

Project timeframe: August-November 2025

Conditions

• The $30,000 value of this offer will be provided in time according to our normal commercial rate card
• The offer must be fully redeemed within 3-months of the award date
• The $30,000 value must be used against our usual offers and be able to be provided by our permanent staff
• The $30,000 value cannot be redeemed against any external, supplier costs or disbursements
• The winning organisation agrees that we can publish the process and the final work created
• If for some reason the winning organisation, once selected, can no longer start the project, we will engage with the runner up from the selection process
• Given the time required to assess the applications and the fact that we are gifting the $30,000 value for the winning project, we will not be able to enter into any communication regarding submissions beyond the one selected.
• All other conditions of our regular terms and conditions will apply.

Criteria for selection:

• Fit with our purpose
• Ambition, potential impact
• Fit with our capabilities
• Confidence that the project will be carried through to completion
• A partnership that will be mutually valuable.