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 to the winning entry 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.
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
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
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.
How this works
- 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 entrant, once selected, can no longer use the offer, 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.