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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.

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.

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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.

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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.

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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.

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Ari Francis

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 […]

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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 […]

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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.

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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 […]

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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.  

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Where The Comic Book Font Came From

In this great video from Vox, Phil Edwards investigates the origins of the font and finds an aesthetic shaped by comics culture, technology, and really cheap paper. Watch it here.

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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 […]

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