About

We are a global team of experience and activation specialists, helping brands cross the critical divide from idea to reality. We design and deliver brand-led solutions for leading companies across sectors and geographies.

Our Group

We have been proudly independent for 40 years. While our capabilities have evolved, our commitment to our clients around the world has remained the same.

As Founder of Principle, Richard guides the leadership board in delivering ambitious strategic goals focused on business innovation and geographic expansion.

From Principle’s regional base in Milan, Michele leads our European operations, guiding strategic growth and strengthening client partnerships across the region.

Andy leads our business operations across the Americas, overseeing our regional bases in the US and Mexico while driving regional growth and client success.

Elliot leads Principle’s UK and Rest of World operations, driving regional performance, operational excellence, and client growth while contributing to the Group’s broader strategic direction.

Cristian brings over 20 years of experience in brand implementation across Europe. He leads operational delivery in the region, working closely with global teams to drive program excellence and champion talent development across the business.

Ciara is a Big 4–trained Global CFO with experience supporting privately owned and PE-backed businesses through growth and transformation. She combines strong financial insight with a people-first leadership style to drive performance and resilience.

Raviraj leads operations across the Middle East, Africa, India, and Turkey, combining strategic insight with operational expertise to deliver consistent, high-quality brand experiences across diverse markets.

Alasdair leads UK operations, overseeing Principle’s core service areas while driving operational efficiency and delivery excellence across complex, multinational programs.

Benoit leads Principle’s Asia Pacific operations, bringing deep industry expertise and a strong focus on delivery excellence to support clients across the region.

OUR CULTURE

Our company and culture is built around our people. We are a globally connected team of 500+ united by our shared vision and values.

We encourage everyone to embrace and drive change with creativity and an entrepreneurial spirit.

We find the simplest route to take our clients from A to B. We’re committed to deliver and we make it happen.

We are passionate about doing the right thing for the people we work with and communities we operate in.

Our Story

Our story starts in 1987 in the UK when our Founder, and now Chairman, Richard Butterfield established Principle as a brand implementation company.

Partnering with many of the leading brand design agencies to implement their clients’ new corporate identities, Richard saw the opportunity to evolve our capabilities to deliver value throughout our clients’ brand journeys.

Today, we are a global company with an expanded offering, but our proposition starts with the core belief that strong, well-implemented brands are instrumental in realising business vision and creating sustainable growth.

Why is a giraffe part of our logo?

The answer goes back to the early days of Principle when our Founder, Richard Butterfield, partnered with Wally Ollins and his team on the implementation of their clients’ brands. Wally and team also worked with Richard on the Principle brand identity, and recommended a giraffe because…

Build your career with a global leader

We’re always looking for talented individuals to join our teams across the world. Explore opportunities in experience design, transformation management, and brand implementation.

Careers ↗