New Brand Positioning Introduced at Principle


We are proud to introduce our new brand positioning which reflects Principle's evolution from a product-led provider, to a company which sits strategically alongside clients, to advise them on how to achieve ambitious board-level objectives for their business.

CEO Victoria Woodings explains the thought process behind the new brand: “I’m really excited about what this new brand positioning offers the business. It sends a clear message about the business direction and will allow our clients to better understand what we do, and where we can add value to their business.

What we are trying to do with our new graphic style is give a sharp message about how Principle is structured. The use of the circle, dot and line that joins everything together and reflects our pace, agility, scale and connectivity, which is how the whole Principle model works to deliver value to our brand implementation clients.”

The following graphic demonstrates the Principle brand implementation journey….

Starting with a strategic idea, managing it through its journey, developing for a perfect fit, knowing how to realise the goal, and never settling when we reach the outcome.

For more information watch the video here: