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’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 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.
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.
Sandy enjoys singing at the piano, Rufus Wainwright and Canasta. Collects pens, compulsively. Prefers his tea in a pot, thank you.
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.
Head of Account Management
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).
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 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.
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 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.
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 has trouble sitting still. Regularly cleans light switches and electrical cables. Will do anything for a back scratch.
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.
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 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.
Digital Design Director
Andy is a Digital Design Director who 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 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.
Jane can often be found exploring Sydney underwater. She once woke up with a zebra at the bottom of her bed. A real one. She likes spotting yellow boxfish. She’s half Polish. And she loves haloumi cheese. Especially on the BBQ.
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 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.
James dances like a Daft Punk. Runs the odd marathon for charity. Wants to surf. But is petrified of sharks. Is half American. The other half is English. Hates Donald Trump. Has the pins to prove it. And he never takes himself too seriously.
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.
Michelle spends her days dancing to disco, dreaming of Paris and wondering what life would be like as a jazz pianist. She’s big on cultural diversity, and will happily talk your ear off about it – in English, French, Spanish or Mandarin. Ok. She’s still a little shaky on those last two, but she’s getting there!
Studio and Production Manager
Calli was dancing to the Strictly Ballroom soundtrack before she could walk. The beats may have changed a bit since then, but she’s still a self-confessed dance enthusiast. She also loves good art, good beaches and a good eggplant.
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.
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 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).
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.
Annabelle has double-jointed shoulders. And pokes her tongue out when she concentrates. She collects vintage t-shirts. But never wears them. It’s not really her style. But eating pizza is. And she’d love to do it competitively one day. If only for the free pizza.
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.
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 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.)
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.
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.
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 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.
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 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 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).
Motion Graphics Designer
John 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 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 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.
Allister doesn’t care much for hot days. He dreams of moving to Alaska, or anywhere cold really. Wouldn’t mind becoming a wildlife photographer one day. But for now he’s happy eating Milka chocolate.
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.
Senior Account Manager
Alex has represented both the UK and Australia in Cheerleading and Fistball respectively. She once served Prince William Jagermeister, and received a birthday present from the Queen – although we don’t think the latter was in recognition of the former. She loves good food and wine, cups of tea, skiing and snowboarding. Alex once auditioned for X Factor UK, but these days you’ll find her trying to master the cryptic crossword.
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 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.
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 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 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.
Cam repeated kindergarten. Mostly to ace those ABCs. Found himself in a band for his first job. And his second. He loves the bush. Speaks a bit of French. And recycles anything not bolted to the ground.
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 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.
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.
Creative Coordinator, Brand Voice
Shelley loves 90’s hip-hop more than most people. She’s gifted at opening champagne bottles. Can’t cook to save her life. But can bake a mean cake. Can be heard talking about her love of ‘great’ television. Mostly watches One Tree Hill reruns. One day she plans to finish writing that kids book.
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 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 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 doubles as a cookbook author. Once cooked Sang Chow Bow with Kerri-Anne Kennerley. Lived in Singapore.
Business Development Executive
Lily gets back to nature when she needs to clear her head. Loves the surf and the snow. Scared of snakes. But once wore a 3-metre diamond python like a scarf. She’s fascinated by aviation and could back a horse trailer down a hallway. If you’ve got a joke, chances are she’ll find it funny.
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.