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.

A Brand is More Than a Logo

Although the words ‘brand’ and ‘logo’ are often used interchangeably, a logo is only one small component of your brand, or brand identity.

Brand identity comprises who, or what, your brand is at its core: the values to which your brand adheres, the ways you communicate your products and services, and the emotional response you wish to evoke from those who engage with your brand. It’s what sets you apart from your competitors — your point of difference.

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Introducing Principle of Hospitality

We are thrilled to announce our latest project, Principle of Hospitality — a marriage between Principle Design and the Open Pantry Consulting. Our goal is to provide hospitality professionals with a platform to connect with people from all aspects of the Food and Beverage industry — from business owners to front of house and service staff, to chefs, baristas and sommeliers.

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Hindsight is 2020 | Our Year in Review

2020 has not been without its challenges but this year has also been filled with inspiring projects, excellent clients, talented team members and a whole lot of Zoom meetings! Thanks to everyone who made 2020 that little bit more bearable. Here’s to the new year and more great collaborations!   The PrincipleDesign team

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Christmas Marketing

What’s your favourite holiday tradition? Is it the whimsical displays peering back at you from department store windows? Or, closer to home, perhaps it’s dressing your own Christmas tree with brightly coloured baubles? Maybe you love sending well-wishing Christmas cards to your nearest and dearest? Or, do you prefer the anticipation of Santa’s late-night delivery with Rudolph’s nose lighting the way?

Whatever your favourite holiday festivity, there’s a high chance commercial Marketing helped mould it into what it is today!

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How Strong is Your Website?

As T. J. Watson Jr., put it, ‘good design equals good business’ and certain kinds of design can offer huge strategic value and great first impressions.

Whether your site is due for a creative and content refresh or you can no longer ignore the decreasing site conversion rates, having a strong digital strategy and presence is paramount in today’s digital marketplace. Many businesses choose to redesign their website as their business scales and grows, or as a means of a larger rebranding initiative.

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Branding for Your Law Firm

Due to the often sensitive nature of your work, the thought of a flashy brand for your law firm may feel almost inappropriate. However, the thing about good branding is that it fits the mould of your practice’s values and beliefs, channelling your company’s stand out components rather than turning it into something it’s not.

A brand is your firm’s identity. Yes, it’s your logo but it encompasses so much more than that. It’s your office space, the colour scheme on your website, how you interact with your clients and your co-workers — both online and in the office. With this in mind, what is it about your firm’s values, beliefs and culture that makes you unique?

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Intellectual Property

When the topic of protecting your Intellectual Property (IP) is mentioned, what comes to mind? The Kylie Minogue vs Kylie Jenner brand dispute? Or, perhaps, the Winklevoss brothers vs Zuckerberg million dollar Facebook debacle? Most disputes involving intellectual property will not end up on the news or eventuate as a Hollywood movie. Still, it doesn’t mean it can’t impact your business or livelihood.

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How to Switch to More Sustainable Packaging

Did you know that until last year, at least half the world relied on China for processing their recycled materials? As of June this year, the export of glass waste was banned in Australia. From July 2021, mixed plastics will join the list, followed by tyres in December. By 2022, there will be a complete ban on exporting recyclable waste. Australia can’t just dispose of their waste problem any more — we are now faced with burgeoning stockpiles of recyclable waste, or lose them to landfill. This means businesses will now have an even more vital part to play in addressing the increasing waste in our country.

You’re probably wondering how, as a small-medium business owner, can I do anything to help? And, luckily, there are plenty of ways! Let’s dive into a few.

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The Medium is the Message

Over fifty years ago, McLuhan coined the phrase ‘The Medium is the Message’. In his writings, he posited that what device we use to send and receive a message is more significant than the information itself. For example, the invention of the telephone holds more criticality than any subsequent phone call made using the appliance. This theory applies to print, television, radio, and the many scaffolds of communication that take shape over the internet.

When promoting your brand the content still matters but, if the medium is the message, then it means your chosen medium will drive your content. With so many digital platforms to tell your brand’s story, how do you decide which medium is best to get your message across? Let’s talk through a few channels with which your Brand might come into contact.

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Integrating Web Design with SEO

In an increasingly digital world, a visually enticing website is a crucial component for any brand trying to grow their business. However, if no one can find your website, it becomes like the proverbial tree falling in the forest.

So how do you ensure your website lands where people will find it—on that all-important first page of Google’s search results? Search Engine Optimisation (SEO) is a valuable tool in directing the right people to your site, but what some of us fail to realise is that SEO design should begin at the nascency of your website.

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Brand Architecture

Brand architecture, as the name suggests, is about how brands, products, and services are structured within a company. It’s like a blueprint for your company and its sub-brands, explaining how they relate to one another. In case you were unsure, a sub-brand is a subsidiary or secondary brand that branches off from the primary parent brand but often has its own name and identity.

Understanding the relationship with brands and sub-brands, and how to structure your business from a bird’s eye view, is critical to the longevity and overall vision of your company.

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Artisan Food Branding

How can small artisan companies make the most of their craft during a time of promise for small businesses?

As a remedy for our fast-paced lives, consumers are seeking out slow pleasures, products requiring one of the most in-demand ingredients: time. Artisanal food offers consumers a taste of ‘living slow’ without having to relinquish their busy lives. With the razing of brick and mortar stores—due to shifts in how consumers purchase goods—now is the perfect opportunity for small, local businesses to rise up.

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