PRINCIPLE

S E L E C T E D W O R K S //

Advertising
Branding
Collateral
Corporate Identity
Packaging
Retail

©2004-2009 Principle, Inc. All rights reserved.

www. desi g n b y principle . co m
Book Design, Label Book and Gift Stationery

Chronicle looked to Principle to capture the je ne sais quoi of vintage french fabrics. Kaari Meng, owner of
the French General, (a charming specialty shop in Hollywood), composes 30 simple sewing patterns for
french-inspired bedding, bath linens, pillows and more. The book includes step-by-step directions and help-
ful illustrations to make it easy to bring the palettes and pleasures of traditional French living into any home.
Beautiful textiles and labels from the book inspire a lively stationery box and accompanying label book. The
label book features 200 multipurpose stickers in a petite size portfolio, offering personalization to the richly
decorated stationery sheets or an elegant finish to gift packaging.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

Texas children’s hospit al
Maternity Center Barricade Graphics

For the first visual expression of their NEW Maternity Center, Texas Children’s Hospital looked to Principle to concept and design barricade
graphics which would generate buzz for this significant expansion. Construction on the Maternity Center will ensue for the next two years in the
heart of Houston’s Medical Center, an area with heavy pedestrian and vehicular traffic. Because the TCH logomark needed to be featured promi-
nently on the barricade panels, we stepped back and closely evaluated the mark as a separate entity. We found that its simplistic, graphic style was
suggestive of a universal symbol. Universal symbols, which cross language + cultural barriers by communicating visually through simple iconography,
were the perfect complement to the TCH identity.These symbols allowed us to express the global concepts of pregnancy, delivery, and motherhood
to a culturally-diverse audience AND design with a fresh, modern aesthetic. Combined with Texas Children’s signature RED, these barricades can not
be missed. Nor can the tongue-and-cheek copy (also crafted by Principle) which mixes construction references with maternity-speak.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 cocoamoda
Identity System & Retail Signage

The intersection of small-town Texas and high-end truffles is where you’ll find chocolate’s newest kid on the block,
Cocoamoda. Entrepreneurs Ken and Elizabeth Wilkinson had larger- than-life ideas for their chocolate boutique and
l’atelier and were seeking to develop an identity that expressed their shared vision. Principle was asked to rethink their brand
image, packaging and environmental graphics for the launch of their new business. Calvert, Texas is back on the map, and
it’s all thanks to scrumptious dessert.
NATIONAL BUILDING MUSEUM
2007 and 2008 Honor Award Identity & Collateral

In search of a design firm to help express the vision of their 2007 Honor Award, the National Building Museum
came to Principle to create a program that would reflect the values and aesthetic sensibilities of this year’s
honoree. Related, a real estate development firm, has developed significant contributions to the built environ-
ment including the Time Warner Center (New York, NY), and the Icon Brickell (Miami, FL). Our challenge was
to design a captivating invitation and identity that would appeal to NBM’s Washingtonian audience, stand out Book Design
from the piles of direct mail attendees receive, and reflect the values of the award recipient. An architecturally
designed accordion invite with tipped-on die cut covers reinforced the idea of “form follows function,” utilizing Mama’s Little Book of Tricks | “When the kids are having a melt-
the window cutout to frame the 2007 Honor Award identity. Embracing the glass and metals used in Related’s down, savvy parents will keep their cool with this fun book of silly
buildings, we incorporated a mixture of metallic stock and inks with subtle, modern line drawings to strike the games, unexpected stunts, and wow-inducing facts designed
right tone for this elegant event, which raised over $1.2 million dollars, the largest fundraiser in NBM’s Honor to entertain little ones aged 2–7.” Featuring over 100 clever ideas
Award history. for simple and inexpensive activities, Principle designed a step-
by-step guide for easy, on-the-go activities for moms. Wheth-
er in the supermarket or on a plane, the handbook is a lifesaver.
We were thrilled to recently spot it at Kuhl-Linscomb, a stylish
Houston boutique, whose stylemakers pride themselves on their
strict editing and a discerning eye for “best of the best” products!

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 Texas Ch ildren’s
hosp ital
Hand Hygiene Campaign

Texas Children’s Hospital needed

to launch a campaign in an effort
to increase hand hygiene compli-
ance in their hospital and among their
patients and staff. Utilizing the prefix
of the word HYgiene, Principle put a
clever twist on a well-known phrase
(high-5) to promote hand hygiene in an
extremely positive manner. All children
want to give a HY5 or get a HY5,
and this universal expression can be
interjected during physician-patient
dialogue. Posters, stickers for kids,
pins for healthcare workers and
signage at Purell dispensers were
created to launch the internal
campaign. Success struck fast. TCH
LARK AND LOON
reached significantly higher levels of
Identity, Clothing Label for Kids
compliance within weeks.

Hatched by two Atlanta moms, Lark and Loon cotton knits

are wearable pieces of art for the little curator in all of us.
This entrepreneurial duo fulfilled their dream of launching
a whimsical and European-inspired label suitable for all the
hops, skips and jumps in a child’s day.

Commissioning artists-with-attitude from across the country,

this unique clothing line sought out fresh talent, including
Alyson Fox and Alena Henessey (both who have appeared in
Domino and ReadyMade), to draw armadillos and unicorns
for an assortment of hip tees for boys and girls.

Lark and Loon worked with Principle to craft the look and
feel of their brand vision, adeptly capturing its fresh and
original sensibility. An illustrative mark was fitting for the
trends taking place in the 8 and under crowd. The quirky
bird logo—on hang tags, tees and clothing tags—fit well with
the label’s imaginative mystique.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 THERE ARE ONLY SATURDAY NIGHTS A YEAR. CELEBRATE FOOD AND FAMILY EVERY DAY.
-MICHAEL CHIARELLO

Front door graphic installation reinforces one of Michael’s favorite sayings:

-Michael Chiarello

Retail Graphics & Packaging

As NapaStyle prepared to launch their first retail store in Berkeley, CA, their number
one goal was to translate the brand customers had come to love through television,
books, and packaging into a complete, 360-degree retail experience. They wanted
people to walk through the doors and find themselves surrounded by old world
traditions, family recipes, and the rich, unique lifestyle for which Napa Valley and
Michael Chiarello, chef, author and founder of NapaStyle, have become famous.

For the store opening in September 2006, we were challenged to translate the brand from an online store and mail order cata-
log into a 360-degree retail experience, developing materials that would engage and shape the customer’s experience of the
vibrant NapaStyle brand. Drawing literally from the landscape of California’s countryside, the flagship store utilizes 75% salvaged
materials, such as barn wood, corrugated tin, and other eco-friendly materials in its interior. Green was a priority and not an
afterthought. Our design team searched for materials to cohabitate in this environment. From cork wallpaper (a process in which
bark is harvested and no trees are cut down), to 100% cotton produce bags, to natural jute ribbon—our approach incorporated
the values of sustainable living that are so important to the NapaStyle spirit.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

Adding Michael’s “voice” to the shopping bags, we printed a handful of his popular recipes and lifestyle quotes in bold type on the bag gussets.

packaging­—do something different

We wanted to bring to the surface Michael’s emphasis on creativity as a major part of cooking and entertaining. As so many
people relate to Michael at a one-on-one level because of his show, it was necessary to give his voice a strong presence through-
out the store. Michael’s personal anecdotes were integrated into the design on the retail packaging including, Serve a Panini for
Dessert and Make it Twice and the Recipes is Yours. Original Chiarello recipes on the bag gussets become a gratifying ‘extra’ with
any purchase in the store. The gift wrap system was created to be elegant and tactile but still something the sales team could
quickly put together.

Rather than a standard bow for the packaging, we proposed a die-cut ribbon buckle for a contemporary and custom finish to
the wrapping, Our paper choice for the unique buckle was an additive-free and chemically inert absorbent paper. Traditionally
considered for coasters, we were attracted to its’ soft and tactile surface for preserving a perfect deboss of the logo. Packaging stickers and custom printed twill ribbon.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 The hang tag system was communicated through a series of three designs: Vintage, Artisan, and Hallmark. Although each
were distinctively imaginative, they needed to function within the reality of a retail store. Hang tags for each category were
unique, but the placement of information (such as product name, sku and price) was standardized for usability purposes.

We concepted and created an original World Salt Expedition drawing inspired by Michael’s quest for distinctive salts
found all over the world. The illustration was commissioned specifically for a custom printed tissue paper for gift packag-
ing and additionally applied to point-of-sale posters and table cards for Michael’s pantry items. The salt regions of Peru,
Sicily, Brittany, Hawaii and Utah encircle a stylized portrait of Michael himself.

“If orange is the new pink and 50 is the new 40,

th e n salts are th e n ew olive oi l .”
-Michael Chiarello

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 Packaging, Point-of-Sale, Marketing Collateral, & Web Site

Principle has been involved in the development of the Paddywax brand and packaging since 2004.Working
to consolidate their product mix to build a recognized brand, we began with the design of three core product
lines poised as candle ‘must-haves’ rather than one-off seasonal items (that do little to elevate top-of-mind
awareness).

Through their identity design and redesign of their popular Classic collection, we firmly established their
preppy chic style, permeating their packaging, trade show displays, collateral materials and a retail web
site. Research and market immersion has led us to create refreshing alternatives to European apothecary
brands. As an integral partner, Principle has helped Paddywax land such accounts as Anthropologie and
Whole Foods.

Paddywax candles have gained attention from

national publications such as L uc ky , T raditional H om e ,
C oastal L ivi ng , C osmo , A dor e and P eople .

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

PADDYWAX
Packaging Design

Paddywax, an artisan candle retailer in Georgia, wanted to reengineer their product packaging and looked to Principle to
design a biodegradable container to launch an eco-sensitive collection. Throwing out the old formula and examining greener
materials and processes, Principle designed the collection with soy-based inks, hemp twine, FSC-certified paper, and a 100%
post-industrial, chlorine-free paper pulp box. Leading retailers such as Anthropologie and Whole Foods took notice and
purchased fragrances such as Bamboo & Green Tea and Fresh Grass in stores coast to coast.

Destinations, Jolie and Home Collections Eco Collection on display at Anthropologie

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 Valentine’s Day Spring Fashion Father’s Day
Our design was enhanced by a lenticular production technique, Inspired by Fall 2006 runway shows, this intricate Indian pattern Nothing symbolizes Father’s Day more than the gift of a classic
giving motion to the center heart so that it “beats.” became the theme for the Spring Fashion cards. tie. A tight crop on striped fabric was a simple, yet effective
reference to the holiday tradition.

Gift Card Campaign & Retail Graphics

Nordstrom came to Principle in search of a fresh,

graphic approach to their very popular seasonal gift
cards for Valentine’s Day, Father’s Day, Mother’s
Day and Kids Fashion 2007.
When retail giant Nordstrom approached our firm in the Summer of 2006 for their 2007
gift card campaign, we jumped at the opportunity. We had two weeks to dream up as many
gift card designs for seasonal holidays and themes as we could generate, not to mention
production and embellishment techniques that would enhance the customer experience.
The cards represent an actual gift so we were thoughtful in designing them as desirable
goodies. The patterns we created for each campaign were translated into point-of-purchase
and signage throughout the United States. We were excited to see the illustrations drive
additional Nordstrom communications.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 School Programs Publication & Poster Design

The Walters Museum encourages teachers to bring their students and participate in their School Programs. This year the museum
wanted to better inform teachers about all they had to offer by getting their attention with an eye-catching new publication. To help
them achieve their goal, Principle designed this uniquely sized publication with a center stitched poster for teachers to display in
their classrooms and engage students in the museums’ exciting new collection. Warm colors, subtle patterns and fun lineart were
all incorporated to get students excited about art. The concept of this piece was largely driven by the museums’ newest exhibit,
The Chamber of Wonders—a 17th-Century collection of marvelous objects created by man and nature which features paintings,
sculptures, bugs, butterflies and a 12-foot alligator.

A poster enclosure, packed with detailed line art

of the many curiosities included in the exhibit,
aided teachers in engaging their classes before
making the field trip to the museum. The poster
worked as a teaching tool as well, with a guide
on the reverse side so that students could quiz
themselves on the various artifacts.

The Family Guide to Exploring the Collection Card Series

Excited to unveil their playful new exhibit, The Palace of Wonders, The Walters Art Museum asked Principle to help
in creatively attracting and communicating with children and parents. We had two results we wanted this piece to
accomplish. First, give parents an easy-to-use tool that would turn the usual wandering visit into an adventurous
lesson plan. Two, make it fun for children, changing the typically stuffy museum field trip into an engaging, memorable
learning experience. This friendly deck of sherbert-colored sleeve houses the deck of cards to make it convenient for
the cards to be stored in any diaper bag or knapsack.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

Brand Strategy & Identity Development, National Consumer & Trade Advertising,
Internal Brand Launch & Development, Sales & Marketing Collateral, Direct Mail
Campaign, ­Public-Relations Event Planning

Larson-Juhl asked Principle to help update their image to the trade. The positioning was so well received that the strategy
was launched into a comprehensive rebranding.

We recommended that the root of the campaign extend beyond product details and shift the brand image to
showcase the stylish partnership between frame and décor—putting their product in the context of our lives. Our
approach was to develop style defining vignettes that included furnishings and a stand-out signature color palette.
The solution intentionally did not include art, thereby positioning the frames themselves as a statement of personal
expression—transforming a room in a way that is unmatched in home furnishings. We developed and executed a series
of ten distinct settings that became their core marketing message to the wholesale market and ultimately to the end
consumer. Creative solutions for the brand redesign that followed leveraged the design elements we created for the adver-
tising campaign for sales materials, direct mail, stationery, presentation tools and tradeshow design. Mini launch books were
created for the wholesale market to help educate this partner community and to embrace the new selling strategy.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 “Everyone has something to frame”

Top: A volume of eight mini-books were created to accompany the advertising launch, sharing designer tips about
creating the interiors. Bottom Left: The redesigned identity system was implemented throughout all printed materials
including stationery, price lists, launch materials and more. Bottom Right: The sales binder was redesigned to accom-
modate ever expanding frame collections, reduce visible wear and tear on the binder itself, and to inspire a renewed
excitement about the enduring style of Larson-Juhl’s custom frames.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 mary lan d inst itute c oll eg e of ar t
Pre-College Studio Residency Program Identity & Catalog

Ranked among the premiere art colleges in the nation, MICA is perpetually reinventing their materials to not only stay
competitive, but to stay current with their savvy adolescent audience. Wanting to rethink the printed pieces sent out to
prospective high school students, MICA hired Principle to redesign their Pre-College collateral (including identity, poster,
catalog and applications) so that they would convey both the sophistication of this competitive program and showcase
the outstanding work of the Pre-College attendees. Because Pre-College is only offered during the summer season,
we incorporated a graphic representation of the sun into the identity and utilized a warm orange spot color through-
out all of the pieces. Elegant typography and great use of student art elevated this once ordinary collateral into bright,
modern communications that speak to the post-college level of talent in the program.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 THE NATURAL LIGHT
Corporate Identity & Sales Materials

Many rebranding projects reintroduce a company in a way that

makes it feel foreign to existing customers and retailers. Because
of the company’s long heritage in lighting, we decided to approach
their new identity in way that was familiar with the old mark. The
new identity reinterprets the sun shape long associated with the
old logo. By using charcoal, the visual identity conveys the process
of sketching, the favored technique the designers rely on to create
authentic, new product.

Sales materials incorporate the new mark and a distinctive new

color palette. Sophisticated, artistic photography shows the many
ways a Natural Light makes a distinctive expression in any room
or décor.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 The Dr. Michael Feinglass can cer Foundation
Identity System & Promotional Materials

The Dr. Michael Feinglass Cancer Foundation, dedicated to making a difference in the lives of children and
young adults affected by cancer, was in dire need of a brand overhaul—everything from an identity system to
promotional materials. It was also important that the identity capture the sense of style and zest for life that
Michael Feinglass possessed (Michael died of colon cancer at age 30). Utilizing a two-color palette and bold
logotype mark, Principle created solutions that were mostly typographic and copy driven. Donation cards,
t-shirts, and embroidered hats were sold out at their first major fundraising event, where the Foundation
raised over $100,000 in one evening. photographer ID & p romotional materials
Identity System & Promotional Materials

Photographer Nichole Sloan looked to Principle to create a unique promotional piece featuring pho-
tos from a private secluded island off the coast of Georgia. The shoot, taking place at an historical
private mansion, was given the name “Open House” to reflect Nichole’s journey of shooting room by
room. Principle divided all the imagery on separate cards and slipped them into sleeves to represent
the rooms in which they were taken in. The viewer experiences a sense of surprise in uncovering the
beautiful fashion portfolio.

The inspiration for photographer Rob Brinson’s identity grew from a large machinery gear that hangs
outside his magnificent space at King Plow Arts Center (once a turn-of-the-century plow factory).
Working in many different fields of photography, from fashion to fine art, the identity is intentionally
subtle to complement any of his photographic styles.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 Cookbook (La Bella Vita: Inspiration & Recipes), Book-launch Materials,
Specialty-food Product Catalogs, Il Piccolo Libro (Booklet of 25 Simple Recipes)

Design for Bella Cucina required Principle to design around the success of a well-established, unique brand character.
We enjoy this work as much as carte blanche start-ups. It’s challenging to continually design within the constraints of a
brand personality and yet constantly find ways to breathe in new life. All the pieces we created for Bella Cucina artfully
respect the typography, color palettes, and unique forms that are the signature of this Mediterranean-inspired, gourmet
specialty-food company.

The cookbook, La Bella Vita, was created to link together the author’s insatiable love of cooking with journal-like
entries reminiscing her yearly trips to the Tuscan countryside. Each recipe highlights a product from the Bella Cucina
pantry—introducing readers to new ways to use pestos, preserved fruits, and olive oils.

We challenged our printer to print the entire book 4-color stochastic to deliver a low price to the consumer. The
successful low retail cost produced a legion of impulse purchases at the counter. Consumer interest was generated
through point-of-sale posters, post cards to book signings, and a gallery show of the book’s photographs.

©2008 PRINCIPLE | 877.522.1487 | www.designbyprinciple.com

 ABOUT THE PRINCIPALS
PARTNER, cofounder
pa m ela z ucc k er recently returned to
the U.S. after a six year sojourn in la belle
Province of Quebec (where she’s developed
an ear for the French she was never taught
in school). Pamela graduated with a BFA
from the University of Michigan and contin-
ued her design studies at the Portfolio Center
in Atlanta. Prior to joining Principle, Pamela
ran her own design office, landing national
projects that spanned from branding to adver-
tising for clients including Bella Cucina and
Larson-Juhl. Outside the studio, she mentors
design students on senior portfolio projects
and is a past board member of the American
Institute of Graphic Arts, Houston. Pamela
has served on international design juries
including the One Show and AIGA 365
and this year will head West to judge the
Communication Arts Design Annual.
101 W River St., Wilkes-Barre, PA 18702
570 825 4983 (f) 570 227 0087
© 2 0 09 PRINCIPLE | 570.825.4983 | www.designbyprinciple.com
PARTNER, cofounder
A llyson L ack recently married a boy P R I N C I P L E Specializes in high-end,
she first met at summer camp, who lured exquisitely produced branding and
marketing campaigns. their clients
her back to the great state of Texas to open
range from Fortune 100’s to small
Principle’s newest office in Houston. Ally
niche brands. What these clients
received her Marketing degree from the hold in common is an appreciation
University of Maryland and soon after, headed f o r en g a g i n g c o n c epts , i nsp i r i n g
to Atlanta to attend Portfolio Center. She d es i g n , an d f o rwar d - t h i n k i n g
fortuitously began her design career at Rigsby c o l l a b o rat i o n . P r i n c i p l e h as pr o -
d u c e d noted campaigns, identities,
Design, beside her future design partner,
publications, packaging systems,
Pamela. Following, she was Senior Designer
and more, building long standing
for Rutka Weadock Design in Baltimore, relationships with clients who have
developing a deep knowledge of publication come to rely upon their expertise
design for educational institutions. Before and passion for design that is both
joining Principle, Ally ran her own one-woman beautiful to look at and delivers
a resonant message.
studio where she made a name for herself
with exceptional work for Maryland Institute
College of Art (MICA) and The Walters Art
Museum. She also had the opportunity to
teach flex semesters at MICA and served as a
board member for the AIGA, Baltimore.
2412 Bartlett St. No 5, Houston, TX 77098
713 521 1625 (f) 713 521 1605
principle www.designbyprinciple.com

cli e n t S

Bella Cucina | Atlanta, Georgia

Chronicle Books | San Francisco, California
The Dr. Michael Feinglass Cancer Foundation | Baltimore, Maryland
Larson-Juhl | Norcross, Georgia
Maryland Institute College of Art | Baltimore, Maryland
Microsoft | Redmond, Washington
NapaStyle | Napa, California
National Building Museum | Washington D.C.
The Natural Light | Lynn Haven, Florida
Nichole Sloan Photography | McDonough, Georgia
Nordstrom | Seattle, Washington
Paddywax Candles | Atlanta, Georgia
Philips | Atlanta, Georgia
Portfolio Center | Atlanta, Georgia
Studio Communications | Houston, Texas
Texas Children’s Hospital | Houston, Texas
The Walters Art Museum | Baltimore, Maryland
The Woodhouse Spas Corporation | Victoria, Texas

RECOGNITION

2005
Print Magazine | regional design annual
How Magazine | self promotion annual
Communication Arts | fresh
Rockport Publishers | best of brochure design 8
Seed Awards | silver award, merit awards
The One Club | creative showcase
GD USA | seen and noted
2006
Print Magazine | regional design annual
GD USA | may 2006
Vizual | Commarts newsletter, Vol 3, No.1
Communication Arts | packaging: design on the frontline
Communication Arts | 50 essential bookmarks
How Magazine | profile: A tale of 3 cities
2007
Print Magazine | regional design annual
GD USA | 2007 people to watch issue
How Magazine | promotion design awards
The ONE Show | jury
DSVC Show | jury
AIGA National Design Conference “Next” | speakers
2008
Communication Arts | exhibit
AIGA 365: Annual Design Competition | judge
Art Director’s Club of Metropolitan Washington | judge
Design Matters: Brochures 01 | rockport publishers
Women of Design: Influence and Inspiration from the
Original Trailblazers to the New Groundbreakers | how books
Print Magazine | regional design annual
Communication Arts | insights
Communication Arts | design annual
Rebrand | judge
2009
Communication Arts | design annual jury
Commarts.com | exhibit
AIGA South | seed awards jury
ADDY Award | silver, district 10 regional
Neenah Paperworks Letterhead Winner | first place