We’d love to hear from you.
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Talk to us about Strategy,
Branding, Digital Design, Signage
& Graphic Design.
We are passionate about driving positive change and making the world a better place through design. At Principle Design, we collaborate with change-makers and innovators to build brands. We design with purpose, mixing creativity with design thinking to drive positive business outcomes every time. Read more…
Our goal is to empower businesses of all sizes and ages to achieve more with brand and design. Our team has helped build some of Australia’s favourite brands across the community, corporate, culture, and built environment sectors.
A rebrand for a structural engineering company collectively marking a difference on the Australian Urban landscape.
Built Environment
We create meaningful brands and effective wayfinding strategies through our in-depth understanding of the impact of ‘place’. We create lasting and effective design solutions that enhance spatial experiences through branding and wayfinding. We work with architects, builders, interior designers and the service industry in the built environment
See our work in the Corporate sector Hospitality & Retail
Whether it’s curating better culinary experiences or generating more bookings, we can help you create the right branded space. We collaborate with architects and interior designers to help venue owners create unique and memorable branding and environmental graphics for bars, restaurants, cafes, and retail experiences.
See our work in the Corporate sector Community
We collaborate with not-for-profits, education providers, and health institutions to assist key community services in creating an impact through brand strategy, design, and wayfinding. Working with organisations with principle is our principle.
See our work in the Corporate sector Corporate
We help businesses communicate to their stakeholders through refined brand identities, digital tools, and informative print design. We synthesise complex data and information into succinct, informative, and effective visual communications.
See our work in the Corporate sector Our Services
Our mission is to collaborate with innovators and change-makers to build brands, websites, collateral, signage, and campaigns that will grow your business.
- Brand Creation
- Rebranding
- Brand Naming
- Logomark Design
- Logo Animation
- Secondary Brand Elements
- Brand Style Guide
- Illustration
- Infographic Design
- Wayfinding Strategy
- Journey Mapping
- User Experience
- Signage Design
- Information Graphic Design
- Environmental Advertising
- Office Signage
- Exhibition Spaces
- Placemaking
- Contract Administration
- Schematic Design
- Brand Creation
- Strategic Rebranding
- Logo Design
- Sub-brand Logo Design
- Secondary Brand Elements
- Brand Guidelines
- Brand Book
- Animation
- Information Graphics
- Campaign Strategy & Design
- Marketing Strategy
- Content Creation Strategy
Social Media Strategy - Art Direction
- Photography
- Videography
- Copywriting
- Marketing Assets
- Social Media Audits
- Social Media Strategy Development
- Social Media Planning
- Social Media Advertising
- Monthly/Quarterly Social Reviews & Recommendations
Meet the people, the businesses, the industry leaders that have worked with us
“Sash and the team are just spectacular. They produce such quality work, really listen to their clients and have a very quick turnaround. All this and the fact they are such lovely people makes them an obvious choice when you are looking at a design firm.”
Shaun De Vries
Owner/POH Host
2“Sash and the team are just spectacular. They produce such quality work, really listen to their clients and have a very quick turnaround. All this and the fact they are such lovely people makes them an obvious choice when you are looking at a design firm.”
Shaun De Vries
Owner/POH Host
Our head office is based in
Melbourne, with affiliate locations in Sydney and Brisbane.
Transforming an Engineering Firm With an Elevated Brand Name
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ultricies vel lorem in venenatis. Quisque in facilisis purus. Ut condimentum elit sem, et tempor nisl tempus quis. ellentesque bibendum aliquet nulla eu rote.
Insert heading here a rebrand for a structural engineering company collectively marking a difference on the Australian Urban landscape.
A rebrand for a structural engineering company collectively marking a difference on the Australian Urban landscape. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ultricies vel lorem in venenatis. Quisque in facilisis purus.
Awards & Recognition
While we’re honoured to be recognised for excellence in the design industry, it’s the projects that we’re most proud of. Awards are nice but successful design outcomes and happy clients are what brings us the most satisfaction.
2024
Eat Drink Design Awards Winner
Best Identity Design
Madeleine De Proust
2024
Melbourne Design Awards
Gold Winner Identity & Branding – Food
Madeline de Proust – Brand, Packaging, Signage, Content, Website, Social Media
2024
Melbourne Design Awards
Silver Winner Identity & Branding – Food
Bombe Rooftop – Brand, Packaging, Signage, Website
2023
Eat Drink Design Awards
Winner Best Identity Design
For Kōri Ice Cream
2023
WILD Design Awards
Gold Winner Graphic Design | Identity & Branding – Tourism
All Saints Estate – Bonnie
2023
Melbourne Design Awards
Gold Winner Identity & Branding – Tourism
All Saints Estate – Bonnie
2022
Melbourne Design Awards
Gold Winner Identity & Branding – Tourism
All Saints Estate – Bonnie
2021
Melbourne Design Awards
Gold Winner Retail Identity & Branding
Long Paddock Cheese
2021
Melbourne Design Awards
Silver Winner Property Identity & Branding
Del Castillo Interior Design
2019
Melbourne Design Awards
Silver Winner Property Identity & Branding
Sketch Building
2019
Melbourne Design Awards
Silver Winner Corporate Identity & Branding
Alexander Spencer
2018
Melbourne Design Awards
Silver Winner Retail Identity & Branding
Ecosa The Perfect Mattress
Sash Fernando
Founder & Creative Director
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn
Jes Egan
General Manager
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn
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Our Capabilities
- Brand Creation
- Rebranding
- Brand Naming
- Logomark Design
- Logo Animation
- Secondary Brand Elements
- Brand Style Guide
- Illustration
- Infographic Design
Brands don’t simply sell products or services; they sell a feeling, an experience, a lifestyle. While product features, technology, and value for money play a part in purchasing behaviour, the conscious buyer expects more from premium brands. By taking a customer-centric approach, we can bring clarity to consumer trends, behaviours and motivations to understand what they want, how they want to feel and what will convert them from a bystander to a loyal customer.
Our strategy-first approach to branding provides clarity and insight into the design process to deliver purposeful, unique and enduring brands. Whether you’re a small business venturing on a new journey, or a bigger organisation wanting a refresh, we assist with strategic conversations at any stage, offering a unique approach tailored to your business needs.
Our Services
We are passionate about driving positive change and making the world a better place through design. At Principle Design, we collaborate with change-makers and innovators to build brands. We design with purpose, mixing creativity with design thinking to drive positive business outcomes every time. Our goal is to empower businesses of all sizes and ages to achieve more with brand and design. Our team has helped build some of Australia’s favourite brands across the community, corporate, culture, and built environment sectors.
Our Work
Values
Principle Design is a tight-knit blend of multi-disciplinary creative thinkers, designers, strategists, copywriters, photographers, developers and project managers. Drawing on our collective experience, design and technical expertise, our team takes a collaborative approach to every project.
ght-knit blend of multi-disciplinary creative thinkers, designers, strategists, copywriters, photographers, developers and project managers. Drawing on our collective experience, design and technical expertise, our team takes a collaborative approach to every project.ght-knit blend of multi-disciplinary creative thinkers, designers, strategists,
copywriters, photographers, developers and project managers. Drawing on our collective experience, design and technical expertise, our team takes a collaborative approach to every project.ght-knit blend of multi-disciplinary creative thinkers, designers, strategists, copywriters, photographers, developers and project managers. Drawing on our collective experience, design and technical expertise, our team takes a collaborative approach to every project.
“Sash and the team are just spectacular. They produce such quality work, really listen to their clients and have a very quick turnaround. All this and the fact they are such lovely people makes them an obvious choice when you are looking at a design firm.”
Shaun De Vries
Owner/POH Host
2“Sash and the team are just spectacular. They produce such quality work, really listen to their clients and have a very quick turnaround. All this and the fact they are such lovely people makes them an obvious choice when you are looking at a design firm.”
Shaun De Vries
Owner/POH Host
The Importance of Wayfinding & Signage Strategy
A brand refresh for a established company group of mortgage brokers, finance specialists and property advisors
Transforming an Engineering Firm With an Elevated Brand Name
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ultricies vel lorem in venenatis. Quisque in facilisis purus. Ut condimentum elit sem, et tempor nisl tempus quis. Pellentesque bibendum aliquet nulla eu rote.
Insert heading here a rebrand for a structural engineering company collectively marking a difference on the Australian Urban landscape.
A rebrand for a structural engineering company collectively marking a difference on the Australian Urban landscape. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ultricies vel lorem in venenatis. Quisque in facilisis purus.
Brand Strategy
A brand refresh for a established company group of mortgage brokers, finance specialists and property advisors
CTA copy Brand Strategy
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ultricies vel lorem in venenatis. Quisque in facilisis purus. Ut condimentum elit sem, et tempor nisl tempus quis. Pellentesque bibendum aliquet nulla eu rote.
CTA copy Brand Strategy
A rebrand for a structural engineering company collectively marking a difference on the Australian Urban landscape. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ultricies vel lorem in venenatis. Quisque in facilisis purus.
CTA copy Brand Strategy
A brand refresh for a established company group of mortgage brokers, finance specialists and property advisors
CTA copy Brand Strategy
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ultricies vel lorem in venenatis. Quisque in facilisis purus. Ut condimentum elit sem, et tempor nisl tempus quis. Pellentesque bibendum aliquet nulla eu rote.
CTA copy Brand Strategy
A rebrand for a structural engineering company collectively marking a difference on the Australian Urban landscape. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse ultricies vel lorem in venenatis. Quisque in facilisis purus.
CTA copy
Norman Barnett
Senior Design Strategist
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn
Bella Hume
Marketing Coordinator
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn
Kaushiki Majumdar
Marketing Coordinator
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn
Sash Fernando
Founder & Creative Director
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 center 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
Jes Egan
General Manager
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn
Norman Barnett
Senior Design Strategist
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn
Bella Hume
Marketing Coordinator
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn
Kaushiki Majumdar
Marketing Coordinator
The numbers, the teamwork, and the execution – these are Jes’s metrics for motivation and her aptitudes for success in the creative space. Her myriad of general management skills comes from a background in graphic design and business operations, seeing her lead a range of teams through complex growth phases. When it comes to understanding the inner workings of the creative industry, Jes has the track record to prove her place.
Always getting to the root of the problem, she dismantles client challenges and looks for potential in each team member to deliver powerful and creative ecosystems. She is naturally adventurous, spending a decade working, living and falling in love in the UK, stories that inspire and enthuse the team every day. A visionary leader, Jes’s approach extends beyond the day-to-day, looking for ways to transform the future of Principle Design.
Connect with Jes on LinkedIn