Principals 30th.
Branding agency Principals, celebrating its 30th year, is preparing to give away $30,000 of services to one purpose-led Australian organisation.
The agency, founded in 1995 and now with offices in Melbourne, Sydney and Auckland, has worked with numerous purpose-led clients, including Australian Red Cross Lifeblood, MTC and The Darwin Challenge.
Principals is now offering $30,000 of branding expertise, to be used across design, insights, strategy, employer brand, or brand voice, to an organisation that is ready to step up and use its brand as a force for positive change.
From tackling social inequality, to transforming education or reimagining cities, the giveaway is open to all brands, big or small, that are working to make the world a better place.
“At Principals, we believe in the power of brand to impact positive change,” said Principals director Hamish Cargill.
“After three decades in the game, we want to put that belief to work by backing an organisation doing something good with a generous donation of our time and expertise.”
Everyone has a birthday but the Principals wanted to make this birthday mean something
“And that was where we came up with this concept of the 30 for 30 brand grant, which is about offering $30,000 worth of our time to an organisation that we think fulfills our purpose of using their brand to be a force for positive change,” said Cargill.
Principals has stayed independent over the three decades.
“Across the 30 years, there've been conversations but we've wanted to stay really true to what we do,” he said.
“We've obviously grown and expanded and added new offers. The partnership kept growing and changing, so there's been no real reason to sell out.”
For the $30,000, entrants are asked to submit a short rationale outlining what makes their brand a force for positive change and what would be achieved with Principals’ support.
Submissions will then be judged by a panel chaired by Principals founder Wayde Bull and senior members of the Principals team across strategy, design, voice and client leadership.
Principals strategy director and principal Moensie Rossier the agency is a big believer that brands do better when they do good.
“We’re excited to help bring that to life for one Australian organisation,” she said.
“You don’t need to have a flashy website or a PR team. Just a bold idea, and a reason why brand can help you get there.”
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