Brand voice studio XXVI, part of branding agency Principals, has promoted Alex Moore and Jess Leech, who will co-lead the business.
Founded in 2005, XXVI is a dedicated brand voice-focused communication studio in Australia, with a team of 15 across offices in Sydney and Melbourne. The studio’s services include brand voice development, messaging and naming, with a client list including NAB, Stockland, Qantas, Jetstar, Sydney Symphony Orchestra, AustralianSuper and Officeworks.
The announcement of Moore and Leech’s promotions follows the appointment of former XXVI director Hamish Cargill, who stepped up to CEO of Principals in August.
“In many ways, Hamish is XXVI. So, these are some pretty big shoes to fill. Luckily, Jess and I combined should go some way to fill them up. I can’t think of anyone I’d rather have beside me as we lead this team of remarkably talented writers and thinkers into our new era,” said Moore.
Moore joined XXVI in 2021 as a senior writer following stints at McCann, Australian Radio Network and Southern Cross Austereo. With a copywriting career that spanned Interbrand, Elmwood and STA Travel, Leech has been with XXVI since 2023. Together, the pair will lead the agency into its next chapter with a renewed focus on voice and brand character in the age of AI.
“XXVI is such a rare treasure. There’s no place else in Australia you’ll find a dozen exceptionally talented brand writers huddled together in the name of words. It’s an honour to be leading this next chapter with Alex – I never met anyone so passionate about great ideas and doing great work. We may not agree on AFL clubs, but we make a great team,” said Leech.
“I’ve had the privilege of working alongside Jess and Alex for the past five years. Equally strategic and creative, they’re outstanding leaders who represent all the best elements of XXVI and Principals. As XXVI launches into its third decade, it remains a unique offer drawing its strength and value from a team of unmistakable characters. I look forward to working closely with Jess and Alex as they continue to evolve and grow XXVI as a key part of Principals,” added the newly appointed Principals CEO, Cargill.
In addition to Moore and Leech’s promotions, Niamh Slevin has been elevated to associate director.
