OUR APPROACH

Principia is a strategic brand consulting firm with a difference.

We have unrivalled expertise and experience in advising the world's leading knowledge-led businesses – those led by consultants, lawyers, scientists, architects and engineers – on using their brand as a powerful driver of growth and transformation, not just decoration.

We work with our clients to define a transformational brand vision that ignites their strategy, aligns leaders, engages teams, and inspires actions to drive change.

 

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OUR EXPERIENCE

Unrivalled experience advising the world's leading knowledge-led businesses on brand-led transformation.

 

Learn more about our experience >

Linklaters


One of the first international firms to invest leadership time and energy in law firm branding to create a globally unified brand.

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White & Case


Positioning White & Case as a global law firm with a distinctive ‘G20 flavour’ through powerful messaging and thought leadership.

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KPMG


Repositioning KPMG Management Consultants—the fastest growing division of one of the Big 4 professional service firms.

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Mayer Brown


Developing a new brand strategy for a distinctively global law firm, delivering excellence across four continents.

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PA Consulting


New purpose-led brand positioning for one of the world’s leading innovation and transformation consultancies.

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Baker McKenzie


Helping the pioneering firm, that invented the first 20th-century global law firm brand, reinvent it in the 21st.

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OUR INSIGHTS

How to use brand for transformation – not for decoration 

 

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A good strategy needs an organising idea

A good strategy needs an organising idea to give it the spark of life. This article explains how a brand-led approach…

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ESG. Brand differentiator or qualifier?

Firms need to be clear-eyed and strategic about evolving their ESG capabilities and policies to avoid getting mixed up…

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Purpose without proposition is an empty promise

In branding today, purpose is power. But it's all too easy to fall short because purpose needs to contain a strong…

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