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.
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.
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.
Group Operations Director
Tui used 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 of Experience Design
Dan is married to a mermaid and related to Chopin. Has swum in underground lakes, climbed an active volcano at night and got lost in a storm kayaking between Thai islands. Knows three types of martial arts and has three sons to keep him on his toes.
Mary likes crocheting, spinning wool and having early morning coffee by the sea with retired farmers. A nature lover, she’ll gladly spend hours spying Goshawks above treetops and deeply envies a friend’s critically endangered species of black swamp gum. But let’s keep that between us.
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.
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’.
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.
Rachel cannot sing. Not one note. In fact, just the mention of karaoke makes parts of her body shake that shouldn’t. As does Melbourne’s weather. Local here for 40 years, she’s still waiting to acclimatise thanks to a sunny upbringing spent in Brissy. In the meantime, she’s keeping warm with a trusty foot heater, a few competitive runs here and there, and a scotch or four.
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.
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.
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.
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.
Darren has trouble sitting still. Regularly cleans light switches and electrical cables. Will do anything for a back scratch.
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.
Rhiannon was delivered by her Dad. Will eat pizza any time of day. And once served wine to Judy Dench and Helen Mirren at the Baftas. She loves music. Dogs. And being asked for ID.
Digital Design Lead
Mark is the son of a revolutionary poet and plays competitive snooker. He shoots straight in real life, too. When he’s not watching a Tarantino movie or UFC, he’s developing the next breakthrough app – he’s just not sure what it is yet.
Associate Strategy Director
Charlie once acted in a Colombian soap opera called ‘Bad Girls’. He's an Essendon football tragic, who can’t say no to liquorice. He’s ridden a bike across Argentina. And loves sci-fi and fantasy. Unashamedly.
Senior Studio Manager, 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.
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.
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).
James feels like a father of 10. (Is only a father of three.) He runs marathons for charity. Wants to surf. Won’t, because: sharks. He’s half American. Half English. And entirely incapable of taking himself too seriously.
Music plays a big part in Natalie’s life. So does her big family. She’s writing 20 songs all at once (one for each family member?), but right now she’s singing the praises of her new Keto lifestyle.
Senior Consultant, Experience Design
Eric once started a travel videography business, landed his first gig, then learned how to use a camera. These days, you’ll catch him moonlighting as a science fiction author. Wishing that water should come out of the tap lemon-infused. And wanting desperately to be good at accents. Just isn’t.
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).
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.
Blair grew up in New Zealand. On a farm. With sheep. He admits to having three passports, but swears he isn’t a spy (as any good spy would). He’s a sucker for rock climbing and cycling (ask him about the time he went ‘DRAG’ racing) – and loves a good PlayStation sesh.
Senior Account Manager
Arthur loves flaunting his virgo energy as a Marie Kondo-esque minimalist. Born in Manila, bred in Melbourne and lived in Montreal, mostly for the French desserts. Wears wacky socks because life’s more fun that way. And ready for karaoke at any moment with a repertoire saved on his phone. Take it away, Arthur.
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).
Jemma, (with a ‘J’, of course) is sceptical about star signs. She’s also the most virgo-ish virgo you’ll ever meet. She loves iced lattes, greyhounds and reality TV. She won’t so much as touch an avocado unless it’s in guacamole.
Tamara would rather be cooked for than cook. Totally fair. A mover not a sitter, nature’s her calling card. And natural fabrics. Warm things over cold too. When she’s not seeing live music, you’ll find her lovingly admiring her vinyl collection. She’ll get that record player one day.
Ane-Marie isn’t one to sit still. If she’s not getting in her daily 10,000 steps or at Pilates, she’s filling friends’ houses with balloons, planning the next big event or organising little getaways to Ibiza. Some people may call her a control freak. But those people don’t get balloons
A lover of nature, Elmira can be found waiting for flowers to blossom, bees to buzz by and snowflakes to form. (That’s what you get from someone who believes that if we resist change, we resist life.) When she’s not outdoors, she’s renovating furniture, admiring Wes Anderson and Almodóvar’s use of colour or possibly challenging you to a dance off.
Jen is obsessed with George Michael and mushrooms, is a dog person with a cat called Montgomery and dreams of starring in a musical. Her achievements include finding her way out of a Perhentian Island jungle, childbirth and shrugging off the name Jenny. Hopes that one day we can live in the sort of inclusive society that allows breakfast to be eaten for dinner.
Senior Consultant – Insights & Experience Design
Some people are such big news they don’t need a surname. Like Lavanya. Born in Dubai to a family of professional singers, Lavanya spent her teens taking on sand dunes in an SUV. Now working in her fourth continent, she’s busy traveling the world - but always has time to stop and smell a good rosé.
Chelsie Sta Romana
Project Office Coordinator
Chelsie loves many things. Her Beaglier named Amor. Eating dessert before the main and watching a good film. As a child, she loved to act and play pretend. So much so that her Dad didn’t believe she’d broken her arm after a fall. An Oscar worthy performance? Nah, more like a retelling of ‘the boy who cried wolf’.
Jean has an unhealthy interest in American politics. And puns. She loves garlic and bright clothes. Hates olives and horror movies. Thinks her toddler son is the toughest negotiator she’s ever met. And vows never to watch Edward Scissorhands again (too many nightmares). She’ll challenge anyone to a burpee-off.
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.
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.
Ben once lived in a house full of monkeys. Voluntarily. And hitched a ride down the Amazon on a cargo boat, just because he could. A big fan of British comedy, lesser fan of people who prefer The Office US. He’s very good at memorising useless facts. Which is very useful at trivia nights.
Business Development Executive
Hollie didn’t grow up on a farm, but spent her childhood surrounded by every kind of animal. She only eats pineapple on pizza and understands just how controversial that is. Dreams of catching the Aurora Borealis one day. Spent six months crafting replica Skyrim weapons – ready to defend against her pineapple choices.
Luke is a senior designer and triple threat: millennial, vegan, morning person. Spends his house deposit on avocado toast and wastes any spare time folding everything he owns really, really, really small (because Marie Kondo said so). Is a strong believer in dressing for the job you want, not the one you have — in his case, a Miami retiree.
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.
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.
Paris had a little lamb as a child. Which doesn’t explain why she’s now terrified of cotton wool. A bit of a magpie, she once found a 2gram nugget of gold. Loves antique jewellery. And always has time for a shiny Jamie Oliver cookbook – so long as the recipe doesn’t call for mutton.
Alex’s entire personality can be found in his luscious beard, loud shirts, dependability on filter coffee, and desire to sneak a wee bit of irreverence into important things like application forms, surveys, and bios. Which makes sense, given his steady diet of Monty Python as a child. He was big in a little part of Japan, for a day. Made a career out of making up Scottish history during his stint as a tour guide in Edinburgh. And he finds delight in dappled sunshine beneath large trees in grassy parks.
Studio Manager, Brand Voice
Kristan’s a Canadian from Hollywood North (Toronto) so it only makes sense that she’s a film buff. Her love for horror movies inspires her love for painting – but feels most passionate about putting ketchup on absolutely everything. A regular at Comic-Con, she collects 90s X-Men comics. Her kryptonite? RuPaul’s Drag Race.
Senior Creative Artworker
Sam was once held hostage in Sumatra by an orangutan. Worked as a pirate DJ. And got told he looked hungry by Amy Winehouse in a London pub. Hates wasabi – but is easily talked into trying it again. Wasabi, Sam?
Niamh, pronounced Neeve, has a name as Irish as they come. Something of a world traveller, she’s gazed up at the stars from the Sahara, and been blindsided by a blizzard in Canada. Loves yoga, guitar and baking chocolate chip cookies. And if she’s ever looking a little blue, don’t worry. Those are just the organic blueberries she regularly smooshes onto her face (anything for a youthful glow).
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.
Office Project Manager
Yuri has her very own superpower: Synaesthesia. She can hear colours and her playlists sound like rainbows. She illustrates memes (just ask her about the one that went viral) and is publishing her second picture book, just for grown-ups. It’s no secret that she lives a colourful life. She even went to school next to a jungle.
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.
Susan doubles as a cookbook author. Once cooked Sang Chow Bow with Kerri-Anne Kennerley. Lived in Singapore.
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.
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.)
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.