At the heart of everything we do, lies our name and purpose - to design with principle.

Sash founded Principle Design in 2008 and has been at the helm as Creative Director ever since. He believes storytelling is the link that connects brands with consumers, an essential part of the human experience that forms memories and provokes decision-making. Sash’s creative leadership is an accumulation of his worldly experience from travelling, living and working overseas.

He continues to be inspired by his adventures, fusing expertise with strategic design thinking to define brand voices in the hospitality, corporate, built-environment, and community sectors. Solving creative and communication problems remains at the centre of Sash’s wheelhouse. He knows how to ask the right questions to grow your business and move your brand forward.

Having worked at a number of the world’s most influential creative design agencies, Sash knows how to create successful brands for the global stage – design with principle and the end user in mind. These values continue to inspire the everyday practice of Principle Design and have seen the success of some of Australia’s favourite brands.

Sash is a proud family man with two young boys that certainly carry his creative gene. His second love is between the studio and NBA – both of which are celebrated immensely over the weekly WIP.

Connect with Sash on LinkedIn