B&T has honoured Principals as 2023’s Branding, Design & CX Agency of the Year. It’s recognition of our hard work and incredible team across a period we’ve dubbed our ‘golden year’.


Thanks to B&T for celebrating the impactful and innovative work we’ve created alongside clients and communities both here and across the Tasman. We’re incredibly proud of this award and thank our legendary team for helping us make it happen.

The unstoppable momentum we experienced over the 2022-2023 judging period is extraordinary. This takes in everything – new and current clients, the financials, awards and most importantly, team and culture. We live and breathe being Brave, Insightful and On Your Side – 96% of our team say they’re trusted and have autonomy, with our average tenure 26% above the industry average.

As we approach our third decade, we’ve gained 32 new clients and experienced revenue growth like never before.

Bold investments in pioneering brand services have established us as leaders in brand voice (XXVI) and semiotics. Principals AlphaLab was the first in Australia to fuse strategy, research, human-centered design, and technology to create next-gen customer experience for NAB, State Library Victoria, and Melbourne Business School.

Our unique approach has consistently delivered distinctive and brave brands for organisations as diverse as Stockland, Insignia Financial and luxury brand Kennedy. Proudly, Principal’s Good Ideas Foundation delivered $160,000 worth of pro bono work for clients, including the Biodiversity Council.

At Principals, we live by the mantra of ‘you’re only as good as your last piece of work’. As we celebrate a golden year of awards, we’ll continue to create brands that are distinctive, desired, and socially engaged. More importantly, we’ll continue to make brand a force of positive change as we aim to set new industry benchmarks for creativity and effectiveness.