Principals refresh Stone & Chalk brand

Tayla Foster
By Tayla Foster | 21 November 2022

Branding design agency Principals has refreshed its brand for Australian innovation community, Stone & Chalk Group.

Stone & Chalk Group works with startups, scaleups, corporates and government to promote and facilitate tech innovation in Australia. The Group oversees a growing network of startups and scaleups across emerging tech sectors with hubs located in Sydney, Melbourne, Adelaide and Canberra.

In 2021 Stone & Chalk merged with AustCyber, the national body supporting the development of Australia’s cyber security sector. The organisation opened Sydney’s Scaleup hub at Tech Central, in partnership with the NSW Government, to power scaleups shaping Australia’s economic future.

Principals began by undertaking a discovery phase before developing a brand strategy framework and creative concepts for a new visual identity. The identity was then brought to life through a set of brand guidelines and creative applications.

Stone & Chalk Group CEO Michael Bromley said: “Working with Principals, our intention was to bring a clear, distinctive design and narrative to market. Our new impactful, digital-native brand identity is fit for the future, supporting the Stone and Chalk Group to forge forward with our mission of transforming Australia into a sustainable tech-driven economy.”

Principals strategy director Charlie Rose said: “It’s always a pleasure collaborating with an ambitious and enthusiastic client such as Stone & Chalk. With an updated brand, the organisation is well placed to continue enabling tech innovation, attracting the most-promising high-growth startups and scaleups, and facilitating collaboration.” 

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