30 years of independent thinking

Thirty years ago, we opened our doors in Sydney with a clear purpose. To help organisations grow by getting to the heart of who they are, and turning that foundation into enduring brand strategy with the creative to match.

Since then, we’ve come a long way. Opening studios in Melbourne and Auckland, joining forces with XXVI and Davidson Branding, surviving financial crises, growing families, adapting to global pandemics and outlasting nine prime ministers.

Through it all, our focus has remained the same. Understand our clients, understand their customers, and do the work properly, thoughtfully, imaginatively.

We’ve been fortunate to work with some of the country’s best marketers and leaders. Many of whom have brought us along for the ride across multiple roles, companies and challenges. That trust is something we’ve never taken lightly.

And of course, we couldn’t do what we do without the talented folks who make up our team. They genuinely care about their craft, their clients and each other. Their collective experience, dedication and character has, does and always will make Principals a special place to work.

So here’s to brilliant people, bold ideas, big thinking, lasting relationships and the next chapter.