Journal

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

Packaged With Care

Everyone is different. Everyday is different. Every business is different. At Principle Design we therefore appreciate that every brand is different and has its own unique tone. Brand differentiation starts with understanding a business’ point of difference in order to make a difference. Standing out amidst competition requires a visual and strategic differentiation. Our point of difference explores an intuitive process backed by in-depth strategy with a team of talented people. We’re collaborative and we know this makes all the difference.

Be Different

Branding For The Kiddies!

Branding for children is fun, creative and strategic. There’s more than what meets the eye when catching the attention of the little ones, it’s the big ones – the decision makers. Children are savvy. It’s not only important to capture their attention but to capture the attention of the decision makers that are purchasing for them (the adults). Child-centric brands range anywhere from toys to books, music, clothing, child care services, play centres, schools and the likes. Here we explore the ABC of successful branding for children.

What’s Your Story?

What’s Your Story? Everyone has a story. So does a brand. Every brand has a story to tell whether it is where it began, how it evolved, who is involved, what shapes it and or where it is headed. Between the beginning and end, there’s the in between.

The story of a brand can be paralleled to any good story. There are characters, a plot, setting, point of view, style and theme. The key to communicating a brand story is good storytelling. A good brand story is meaningful, authentic and emotive. This is where design comes into play.

What’s In A Name?

The name rings a bell. Or at least it should. The power of a great brand name is precisely that – powerful. A brand name ought to be memorable, distinctive, appealing and easy to roll off the tongue, let alone strategically well thought. Great brand names stand out in competitive markets. They insight a positive association in a consumer’s memory and subsequently build brand loyalty from a foundation of strong brand equity. The naming process requires a balance between strategy, creativity and foresight.

The Chicken Or The Egg – Marketing And Branding

The chicken or the egg – which came first? It’s a similar question when it comes to marketing and branding – which comes first? It really depends. In this article, we explore the theoretical, practical and adjoining unison between Marketing and Branding.

5 Signs Your Business Needs a Rebrand

People don’t just want to buy brands anymore, they want to join them. This makes your brand and your brand strategy one of your business’s most valuable assets to your success. The power of a healthy brand is difficult to place a monetary value on, but brands like Telstra, Woolworths, and Coles are valued in upwards of $10 billion, with brand prominence and recognition at the forefront of their business. Such influence is not something to be taken lightly; a strong brand requires love and upkeep to ensure it’s continued vitality.

Principle Design x Calibre 9

Successfully operating in the digital space requires more than just captivating visuals and intriguing content. It’s hard to sell if you can’t be seen and visibility online is one of the most challenging difficulties facing modern businesses. That’s where SEO specialists like Melbourne based Calibre9 come in. Calibre9 uses state-of-the-art analytics and their extensive industry knowledge to help clients dominate in search engine optimization.

2019 Melbourne Design Awards

The Principle Design team were stoked to take home not just one, but two awards at the Melbourne Design Awards 2019. Held at the incredible Higher Ground venue in the heart of the CBD, the night was buzzing with the who’s who in the design world celebrating their respective wins. With architects, engineers, product designers, marketing and advertising specialists amongst the mix, it was a great evening of connecting with collaborators, clients and creative partners.

Design strategy for business: Is it worth the investment?

‘Design’ and ‘business’ are two words with a poorly understood association and it’s holding both Australian businesses and designers back when discussing design strategy. We’re talking different languages and as a result, we’re leaving potential on the table. As designers, we’ve been selling ourselves short by trying to explain the value of design in creative terms rather than in business language.

More Than a Logo: Psychology of Altruism in Design Strategy

It was over 50 years ago that IBM’S T.J Watson first touted a saying that rings true to this day: “Good design is good business”. Add in a good cause to the design strategy equation and we’ve got ourselves a recipe for enacting real change. However, when it comes to the bottom line, not for profits (NFP) are often hesitant, and rightly so, to outlay precious resources into what could be perceived as non-essential expenditures. But when it comes to investing in your design, it’s more than just logos and colour palettes.

7 Key Ingredients to Successful Brand Naming for Hospitality and Retail

What’s in a name? Well quite a bit as it turns out, and when it comes to brand naming for hospitality venues, a name is your customer’s first encounter with your brand so make it count.
When it comes to launching your new hospitality venue, landing on a strong name is as much of an art as a science. We’ve broken down our naming formula with our 7 key ingredients to successful brand naming for new businesses looking to make their mark in the hospitality or retail sector.