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Principals Shortlisted in Designers Institute of NZ Awards

Principals rebrand of Russell McVeagh shortlisted in Best Design Awards

AUCKLAND, 9 August 2017 - The rebrand of top commercial law firm Russell McVeagh has been shortlisted in the Designers Institute of New Zealand Best Design Awards in the Graphic Design Large Brand Identity category.

Principals completed the rebrand in February with the new look a year in the making. The agency worked with a steering group of partners and staff to address a lag in perception about the business which was formed in 1863 and is one of the oldest established law practices in New Zealand.

Visually, the firm was synonymous with its black logo and as such, Principals retained this element in the new design. The key aspect of the identity is a grid, a nod to the underlying framework of the law within which Russell McVeagh operates.

Jodine Bell, creative director at Principals said: “We’re super proud of the work we’ve created for Russell McVeagh and thrilled to be finalists. It’s a great example of our expertise in the law sector.”

Deborah Macrae, Director of Business Development and Marketing at Russell McVeagh, said: “We are rounding the edges, diversifying and encouraging fresh thinking with our updated brand positioning and are delighted this work is being recognised as an awards finalist. Since the brand refresh launched in February, our confident new look continues to set us apart in operating on the cutting edge of legal practice.

“The project sparked such engagement, energy and collaboration of ideas and the results have been extremely well received by clients and staff alike. Aligning with our firm’s passionate, original and collaborative approach, the revised look has achieved all it set out to and more.”

Principals received a second shortlisting in the category for the new identity for ADLS, formerly the Auckland District Law Society.


About Principals

Principals is an independent brand strategy and identity company with offices in Auckland, Sydney and Melbourne.

We tackle the big branding issues of our times and create brands that are distinctive, genuine, desired and socially engaged. We define, design and deliver compelling brand experiences and help clients embrace change through brand strategy, identity, voice, and staff and customer engagement programs. We inspire our clients to achieve brand leadership and we’ll see it through – from ideas to action.

We have been recognised regularly for the last eight years with awards at the international REBRAND™ Awards. We are now the most awarded agency in Asia Pacific.

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