Branding and design agency Principals has bolstered its Sydney and Melbourne ranks with the appointment of Moensie Rossier and Andy Lewis.

Rossier takes on the role of strategy director at the Sydney office while Lewis joins the Melbourne team in the newly created role of digital design director.

Prior to her appointment, Rossier was brand planning director at BWM Dentsu.

She was with the group, integrating across advertising, brand and PR, for more than six years, and co-wrote the agency’s strategic model and book on building brands that transform business.

Her work for clients including nbn, Kmart, Chadstone, Skyscanner, Babylove and Selleys has been recognised at Cannes, D&AD, Clio and the AMI Awards.

Her experience includes stints at agencies including The Campaign Palace, JWT and Carat, and she has worked in the UK market as well as Belgium.

Rossier said of her appointment: “I’m really excited to join Principals.

“I believe creative brands are an under-used business lever and I look forward to focussing my array of skills to build brands with clout”.

Lewis joins the agency from PwC where he was a design lead for the innovation and ventures team working on a host of software products.

He has more than 15 years’ design experience having applied his skills to a range of businesses, not-for-profits and communities.

Past clients include the Level Crossing Removal Authority, Social Traders, UXC Oxygen, Medibio, Lonely Planet, Human Rights Law Centre and the International Service for Human Rights.

Lewis said: “I can already see that Principals is a dynamic, creative studio with great people and a great range of clients. I can’t wait to get stuck in and see what we can do together”.

Principals CEO Tom Brigstocke added: “I’m delighted that Moensie and Andy have joined us — they both represent the kind of top talent we need to keep growing.

“Each, in their own way, has a diverse range of skills and experience that builds our capability.

“We’re lucky to have them with us”.