Our Team

We are an approachable, dedicated, inspired and down to earth team. We bring passion and fun to deliver the best solution for our clients. Our team is what makes Principle Design what it is.

Sash Fernando / Creative Director

Graphic designer, visual thinker and world traveller, Sash brings with him a wealth of international experience, gained from both backpacking around the globe and working in New York, where he collaborated with (and learned from) two internationally respected design thinkers – Milton Glaser Inc and Michael Bierut from Pentagram Design.

Seven years ago, he combined his passion for design with his business skills to create Principle Design, an award winning multidisciplinary graphic design studio that helps clients to craft their brand, strengthen their purpose and communicate their intended message creatively.

Armed with the ability to recognise a client’s needs and the expertise to navigate complex challenges, Sash is passionate about collaborating with like-minded professionals that aspire to be better. He also loves getting to know each and every one of his clients, many of whom have become friends. Reach out if you would like to discuss your brand, your design possibilities or travel stories – his door is always open.

Connect with Sash on LinkedIn

Ruwani Fernando / Studio Manager

As Principle Design’s experienced studio manager, Ruwani is a registered architect with over eight years of industry experience and a diverse career portfolio.

Her time spent working for industry professionals such Mills Gorman and Architectus Melbourne provided her with the opportunity to develop her business skills and explore her creative dexterity, which later prompted her career shift to studio management.

These days, when she’s not working at the studio or pursuing her Masters degree in project management, Ruwani can often be found experimenting in the kitchen. A fantastic cook, she is fascinated by different cuisines and flavour possibilities, and sees cooking as yet another creative outlet.

Anja Doedijns / Studio Coordinator

Declan Cox / Designer

Matthew Campisi / Designer

Daniel Edmonds / Accountant

Daniel is Principle Design’s very skilled accountant, with over 20 years of industry experience. Despite being a very successful chartered accountant, he still believes that there’s plenty more to learn, and enjoys applying his knowledge to helping others.

When he’s not buried in numbers, Daniel loves to go to a boxing gym with his sons. It gives him quality family time and provides him with a great workout – or so he says. Ask his sons, and they’ll tell you that their dad doesn’t punch the bag hard enough.


This sociable canine is Jackson, our studio mascot. With his impeccable looks and wonderfully curly coat, he complements the friendly nature of our studio perfectly.

In addition to being our resident cutie, Jackson embodies and represents our passionate and playful work life, and is well known and loved by many of our clients.