Making brand a force for positive change. Brands today need to be crystal clear about the value they bring. More than ever, they need to help people achieve their own ambitions – not just deliver on corporate goals. The brands that thrive make themselves useful. They make complex decisions simple and help people connect to what matters. At Principals we put brands to work to be a trusted force for positive change. Our seriously imaginative approach combines strategic rigour and contemporary design, with a team of inventive problem solvers focused on making your brand the stand-out choice for customers, talent and partners.