Keep up to date with the Principle Design team. The journal will feature work that inspires our team, updates on projects and musings on design and branding.

Rabbit Hole, Emperor, Made Build and Alex Earl Shortlisted for Melbourne Design Awards 2018

We are pleased to announce that our identities for Rabbit Hole Play Centre, Emperor Champagne, Alex Earl and Made Build have all made the shortlist for this year’s Melbourne Design Awards. We’re so thrilled to see recognition of all the love, work, and countless hours that we’ve poured into these identities spanning Hospitality, Architecture and Retail sectors.


Best Lifestyle Identity Design – Rabbit Hole Play Centre

Best Illustration and Type Design – Rabbit Hole Play Centre

Best Retail Identity Design – Emperor Champagne & Alex Earl

Best Corporate Identity Design – Made Build

You can find the full shortlist here.


Winners will be announced 17th of May, fingers crossed!

Principle Design Team

The Principle Design team has welcomed a new Creative Director to the studio! Ari Francis Fernando, born at 1.49am on the 20th of August, is an early riser and likes to get a jump on the workday.

As a Leo, he’s energetic, optimistic and more than capable of making the tough decisions. He will no doubt be a force to be reckoned with in the PD studio.

A huge congratulations to the new parents, Ruwani and Sash, and best wishes for your lovely young family.

Principle Design at Hungry Workshop Shelter Exhibition

On Thursday night we participated in an exhibition called “Shelter” hosted by Hungry Workshop. Principle Design was chosen along with seven other iconic Melbourne design studios to create a print which celebrated ideas of place, people and identity – with open hearts and open eyes. Proceeds from all sales have been donated to the Asylum Seeker Resource Centre.

Our print “naked” cheekily focussed on the idea of safety, freedom and the ability to express yourself when in a homely environment.

Purchase one of these limited edition prints here.

Creative Director Sash featured in this weeks AGDA newsletter

This week our Creative Director Sash, was featured in a monthly AGDA newsletter.

Gain a holistic insight into Sash’s career from his plunge into the design scene in New York City to the founding of Principle Design. Learn about Principle Design’s goals and intent for the studio in years to come.

View article here.

Speeding Up Science

Check out Ichthyologist Brian Sidlauskas research expedition of the little-known Cuyuni River region of Guyana in South America. Brain uses Facebook in his quest to discover the species of the fish he has found. Through tagging fellow academics in the uploaded images of the fish, he is actively calling out to his peers in helping him identify these creatures.

Take a look at his clever and intriguing project here.

Michael Wolf : Architecture of Density

This beautiful photography series from Hong Kong based Michael Wolf details highly populated inner city skyscrapers and apartment blocks. The complex repetitions of geometric shapes and diluted colours result in a visually absorbing collection of large scale images . See more of Michael’s work here.


Tetsujin Bar & Restaurant Shortlisted for the Eat Drink Design Awards 2016

Following our success at Melbourne Design Awards we are pleased to announce that Tetsujin Bar & Restaurant has been shortlisted for Best Identity Design at the Eat Drink Design Awards.  There are some awesome projects shortlisted for the awards so it is wonderful to receive recognition for our work.  You can see all the the projects that have been shortlisted here and take a look at our entry here.

The winners will be announced in November. Fingers crossed!

Michael Beirut rethinks Yale School of Architecture Posters after 18 Years

We came across a great article from It’s Nice That deconstructing Michael Beirut’s recent rethink of the posters for Yale School of Architecture after 18 years.

Michael says of the posters “Over 18 years the previous posters became intuitive, and morphed into different things. Even though these first four of the new series set a theme, it’s more about establishing a new set of constants and variables. Hopefully there’s another 18 years of these to come, and there’s a whole lot of ways to use these new ingredients.”

Read the full article here.

Milton Glaser in the New York Times

In this inspiring article from the New York Times, legendary designer and Principle Design mentor Milton Glaser speaks of the problems facing New York in 2016 and design’s potential to create positive change within our communities and the wider world.

He says of his famous I ♥ NY logo ” I knew that what you’re communicating was something that held people together, that established a way for them to communicate with each other, which is not easily available in most contexts.”

Read the article here.