Principle Global

In 1987, Richard Butterfield established Principle in the UK as a brand implementation company, recognizing an opportunity to partner with leading brand design agencies to implement their clients' new corporate identities. What began as a focused implementation service has evolved into a global brand experience consultancy, though the core belief remains unchanged: strong, well-implemented brands are instrumental in realizing business vision and creating sustainable growth.

Today, Principle operates as a globally connected team of over 700 experts across 23 offices, serving clients in more than 70 countries. The company combines rigorous thinking, creativity, and operational excellence to help brands cross the critical divide from idea to reality. Their three core service pillars - Experience Design, Transformation Management, and Brand Implementation - enable them to create brand-led customer and employee experiences while managing complex, real-world brand transformations at scale.

Principle's client roster includes many of the world's leading brands across sectors including banking, automotive, healthcare, retail, and professional services. The company maintains its independence after 40 years and is certified to ISO 9001:2015 for Quality Management and ISO 14001 for Environmental Management, underpinning all business functions, policies, and procedures.