We design brands that shape your business for better business.

We're a team of designers, writers, creatives and strategists, lovers of all things brand. Our best days are spent working at the coalface with passionate founders, CEOs and leadership teams seeking to forge new paths and energise their brand from the inside out. In a nutshell, we craft brands for organisations who want to live it every day.

Throughout 30 years in this space, we've discovered that each business, organisation or brand has something unique to offer its customer. It's that simple, valuable idea that sets them apart in the market. As your agency, we're here to help you uncover your big idea and craft your story in the most creative and engaging way possible.

Whether we're creating something new or breathing life into an existing brand, the journey is always exciting. Strategic thinking, creative exploration and an open mind reveal new opportunities and unexpected possibilities. If you’re starting that journey and want a creative partner for guidance and inspiration, reach out to us anytime. Together we'll build something special.

Culture & Alignment

Discovering the founding stories and principles that define the brand from the people who live it every day.

– Purpose
– Mission
– Vision
– Beliefs
– Personality

Brand Analysis

Exploring what drives the marketplace, what inspires our tribe and who else to look out for.

– Research & Insight
– Trends
– Personas
– Journeys
– Competitors

Brand Strategy

Defining a strategy that creates clarity and focus for the road ahead.

– Essence
– Positioning
– Proposition
– Messaging Framework
– Tone of Voice

Brand Identity

Creating a total identity system, encapsulating the brand, its narrative and essence.

– Naming
– Verbal Identity
– Visual Identity
– Visual Language
– Brand Standards

Brand Experience

Building an engaging brand experience with detail and depth, both on and off-line and across all touchpoints.

– Employee Value Comms
– Printed Communications
– Digital Campaigns
– Retail Experience
– Brand Environment

Having spoken to other agencies, Principle impressed us most by their grasp of the brand challenges our business was facing as we tried to codify its many facets into an engaging brand. The strategic and creative process that followed was invigorating, challenging our team to see our brand with new perspectives. Now complete, we’re on a strong footing for growth, energised by a fresh new identity, with purpose and above all, clarity.

Niall McConnellCEO, Convergent

Initially we thought we just needed a logo refresh and had approached Principle with a brief. It quickly became apparent this was only a part of a larger brand puzzle that we needed to consider. The Principle team took us through their brand workshop and discovery process to help us identify opportunities to re-align our corporate and product identities. They are an experienced and approachable brand partner and we’re very happy with the result. I have no hesitation in recommending Principle to other companies in a similar position.

Dave ReddyCEO, Soft Telecom

We felt that Principle really got what we were about, helping us to identify the essence, vision, mission and brand strategy. More importantly they clearly got into the mind-set of our customers – who really know the truth about what you offer.

Mark EganCEO, SureSkills

We have successfully launched a new brand that has been well received around the world and we credit the team at Principle with helping to achieve this. As a partner to work with who is patient and empathetic as well as professional and committed, I can’t recommend Principle highly enough and we will continue to use them long into the future.

Mark HeddermanCEO, Custom House Group (acquired by Apex Group)

Just putting the final touches to our preparation for our sponsorship of the Cork Chamber Dinner this evening and I felt it would be remiss of me not to compliment you and your team profusely for the incredible work that you have all put in to helping us show ourselves in the best light tonight. It is hard to believe that it would be possible to achieve the brief. However, the team at Principle have absolutely nailed it. Well done and thank you so much. We look forward to continuing on our re-branding journey together.

Bill KearyChairman, Kearys Motor Group

UNICEF Ireland worked with Principle in developing a unique brand proposition for our legacy giving campaign. The challenge we set Principle was to develop uplifting and inspiring creatives and messaging which could sit within our parent brand architecture and importantly stand out from our ongoing humanitarian and emergency campaigns. Principle were a joy to work with throughout the project and delivered on time and within budget. They understood our audience and delivered a brand toolkit which has a distinct tone and personality and are continuing to work with them across the development of our ongoing legacy giving campaign.

Pauline MurphyLegacy Gifts Manager, UNICEF Ireland.

Principle demonstrated an understanding of our brand, business & customers and the overall objective of the new brand communications campaign. While being very open to our input and feedback, the team challenged as they felt necessary to ensure we stayed on target for the overall objective. I am very pleased with the result and the resulting platform forms a solid basis for our brand communications activity for the next number of years and beyond.

Wayne MurphyMarketing Manager, Gyproc.

I have worked with Principle now for a number of years and would have no hesitation recommending them for any design project, particularly related to visual identity. The team have a natural aptitude for translating ideas in design and capturing the essence of corporate brand values.

Elaine PhillipsHead of Marketing, The Convention Centre Dublin.