Principals Announces New Hires & Promotions

Principals Announces New Hires & Promotions
B&T Magazine
Edited by B&T Magazine



Branding design agency, Principals, has announced a series of appointments and promotions, following multiple new client appointments and continued client base growth.

In recent months, the agency has seen increasing momentum, adding several new clients including Containers for Change, Angle Auto Finance and Stone & Chalk, as well as ongoing work with valued clients NAB, Royal Melbourne Hospital, RACV, Transurban, Latitude Financial, Kennedy, and TAC among others.

Senior experience design consultant, Eric Lutley, moves across to Principals from Academy XI. Lutley joins the AlphaLab team, which delivers service design and customer experience projects across multiple verticals.

Lutley – who has a human-centred design and digital transformation background – has worked for branding agencies in Australia, Canada and the UK, with clients including Commonwealth Bank, QBE, Xero, Westpac, IAG, Uber, Facebook and Google.

Senior designer, Jean O’Sullivan, joins the agency from the Push Collective where she was for the last five years.

She follows Rachel Terkelsen who was appointed Principals’ Melbourne creative director earlier this year, also joining from Push. O’Sullivan has held multiple agency design positions working across a range of categories including retail, the arts, government, technology and finance.

Additionally, Charlie Rose has been promoted to strategy director. Rose has been with Principals for five years and has provided strategic direction for clients including positioning, value proposition development, customer segmentation and brand architecture development.

Gareth Joe (main photo) has also been promoted, stepping up to the associate strategy director. Joe joined the agency in 2018 and has been working with a broad client list to deliver creative, thoughtful strategies inspiring brands to think differently about the way they do business.

“It’s been a busy year at Principals and we’re only getting busier as we head into 2022,” said Principals CEO, Tom Brigstocke.

“We welcome Eric and Jean to help us with the increased volume of projects from new and existing clients and congratulate Charlie and Gareth on their well deserved promotions.”




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