Tim Riches has joined independent branding agency Principals in the role of Group Strategy Director. Based in Melbourne, Riches will oversee strategy operations across the three Principals offices in Sydney, Melbourne and Auckland.
Riches has been working as a consultant for the past nine months following a stint at Edelman Australia. He cut his teeth at FutureBrand, an organisation he first joined in 1999 and has held several leadership roles in the branding, research and strategic design space including Designworks and The Leading Edge.
Tom Brigstocke, Group CEO of Principals, said of Riches’ appointment: “We’re thrilled to welcome Tim to the agency as we continue to help our clients bring about meaningful change within their businesses. Tim comes to us with tremendous knowledge and first-hand experience joining the dots between market research, brand storytelling and strategic design.”
Riches said: “Principals is a business with a great untold story. Given the continuity and scale of the agency’s client relationships and its capability set that is broader and deeper than any other firm in the market, I’m excited to be part of an organisation that’s going places. I look forward to working with the team to build on this established base as we move into the next generation of branding.”
Riches’ appointment follows award wins for the agency which was recently recognised at both the Sydney and Melbourne Design Awards for corporate identity and branding work for Liverpool City Council, PNG Air as well as NAB’s brand identity evolution and the rebranding of Sydney’s The Domain.