Principals

The 2026 Transform Diamond Awards results are in - what an exciting day!  The Transform Diamond Awards invites only the best of the best from Transform’s regional awards to take the global stage. We’re pleased to see to of our projects continue their gold-winning streak: The Magnum Ice Cream Company (Weis) Best Use of Packaging   🏆GOLD  "Principals stripped down the busy packaging, focusing on the real fruit in each bite. The new packaging tells a stronger story of the brand’s commitment to natural ingredients and family friendliness.  One judge said that this was “distinctive, simple and contemporary.”" Engagement Institute Best Localisation of an International Brand  🏆GOLD "The visual identity is warm, authoritative and distinctively Australian. One judge said that this was a clear example in which the localised brand was needed as an entity distinct from the global parent brand.”

The Transform Diamond Awards celebrate the diversity and innovation of brand transformation work across the globe - showcasing the absolute best in branding excellence.  We couldn’t be more thrilled for our in-house brand language studio, XXVI, to have their work with Qantas shining on the global stage with a Diamond Award. Honest conversations and a clear sense of the new direction for the brand helped employees regain their faith in Qantas. This programme helped Qantas embed its brand voice throughout the company and deliver a stronger employee – and customer – experience as a result. Judges were in awe of the massive challenge the brand faced and the strategic way in which it was tackled. One said, “I commend them on the delivery of such a large-scale initiative and the NPS results achieved.” Congratulations to Qantas and XXVI Diamond Winner - Best Internal Communications During a Brand Development Project. 

This was BIG! Yesterday our teams in Sydney and Melbourne got together for Australia’s Biggest Morning Tea – our annual test of whether baking and branding really could go hand in hand. In a sign of our appetite for good things, we reached our donation goal in record time. Supporting the Biggest Morning Tea helps Cancer Council fund life-saving research, prevention programs and support services for people impacted by cancer. Join us in supporting here:  https://lnkd.in/dmgNfdW

Dilmah’s celebrating 40 years in style.  Our consumer brands team (and tea aficionados) worked with Dilmah to update the brand with a revitalised crest, and a new Premium Ceylon Tea brand. Read about it here ⤵

A comically wobbly mirror. Bare walls. Humming fluorescent lights.  Why is it that most fitting-rooms are a brand-free zone? In his most recent article for Inside Retail, Nicholas Ryan addresses the place where a carefully crafted brand voice tries absolutely nothing on. Check it out ⤵ https://lnkd.in/gmy6FMGH What brands do you think get the fitting room right? 

One of the strongest themes that came through in our recent FAST30 webinar was that brand is often underestimated because it’s still viewed primarily as a marketing function rather than a commercial asset. In practice, strong brands can influence demand, pricing power, customer loyalty, expansion opportunities and ultimately enterprise value. This is where valuation can be particularly useful. A well-structured brand valuation can help management teams and boards better understand how brand contributes to financial performance, where value is being created and how that value may be protected or enhanced. This can be relevant in a range of practical contexts, including fundraising, transactions and strategic growth decisions. Thanks again to everyone who joined the session with Charlie Rose from Principals. For those who couldn’t attend, we’ve shared the webinar replay below: https://lnkd.in/ekkaAA8Q #BrandValue #EnterpriseValue #IntangibleAssets #FAST30 #QANTMValuations

An ambitious brand that unites five businesses into one confident, credible Australian IT partner. Citadel Edge – ready to take on the biggest names in IT. Check out the full case study ⤵ https://lnkd.in/ghdXxJRM #CitadelEdge #Branding 

Annual reports are a ritual of corporate life. Compliance-driven. Data-heavy. A good read? Historically, maybe not. But we’re determined to change that. In our hands, an annual report becomes more than graphs and bottom lines. It’s an opportunity to add to your story – to build on all the hard work your voice is doing elsewhere. Believe us when we say it is possible to be accurate, legally sound and to meet all your regulatory requirements, without sounding like a robot. If your brand’s warm, be warm. If it’s bold, be bold. If it’s funny, we can even find a place for that. We’ve done it many times before, in superannuation, banking, and the energy sector. Annual reports that are easy to understand, flow beautifully, capture every detail and have character. Your character.  Is this the year your annual report gets read cover to cover? Get in touch and we’ll work with you to make it happen. #xxvi #brandvoice #copywriting #brandcharacter #xxvioffer #annualreports

Brand isn’t just how you look. It’s how you grow, and how you justify that growth. Come along and join Principals Strategy Director, Charlie Rose, and QANTM Valuations Managing Principal - Valuations, Tim Heberden, as they discuss how brand translates into real commercial value. There’s still time to register ⤵ https://lnkd.in/gqGb6rZP

The loss of Aussie fashion icon Sass and Bide gave XXVI’s Associate Director, Jessica Leech, a new ick. In her recent article for Inside Retail, she talks about the importance of heritage brands, and how they connect with Gen Z. Take a look ⤵ https://lnkd.in/gfp5VjMk