———Independent Creative Strategic Agency that builds, elevates, and activates brands with vision, depth, and cultural relevance. With a strong editorial background, our founder brings a unique narrative sensibility that sets us apart. This storytelling approach is our signature: it allows us to seamlessly integrate branding, campaigns, and events into one cohesive, emotionally resonant experience. ———We operate at the intersection of analysis, design and storytelling to create brand worlds that are relevant, consistent, and memorable. From identity and concept development to content and brand experiences, we craft work that resonates with today’s audiences through a global perspective and deep local understanding.
Why The Principal Office: ———STRATEGIC AT HEART: We don’t just make things look good. We start with purpose, with clarity, with understanding. Every project begins with listening, analysing and planning. ———CREATIVE EXCELLENCE: Our team blends artistry and craft. We don’t settle for mediocrity. We push for ideas that are beautiful and effective. ———EXECUTION: From concept to real-life experiences, we handle all the pieces so ensuring precision, consistency, and excellence at every stage. ———GLOBAL REACH, LOCAL SENSITIVITY: Based in Spain (and working in cities like London, Paris, New York, among others), we understand different markets, cultures and audiences, yet stay true to your brand’s core.
SERVICES
1. BRAND CONSULTANCY
We help you define who you are and who you want to be. From positioning strategy to verbal and visual identity, we set clear, ambitious goals and build the right teams to achieve them. Our foundation is understanding your essence so every decision, naming, messaging, visual look is aligned, coherent, and purposeful.
2. CREATIVE DIRECTION
We bring your brand to life with compelling creative work. Whether it's campaigns, editorials, content for social media, or visual guidelines, we ensure your voice, style and imagery resonate with impact. We shape narratives, set the tone, and curate visuals so your brand doesn't just show up but it stands out.
3. BRAND EXPERIENCES
We believe that brand isn’t just what you say, it’s what people feel. We design and produce immersive experiences: events, activations, pop-ups, and anything that connects brands with people in meaningful ways. Experiences that are memorable, relevant, and true to the brand’s core, making every interaction matter.
COLLABORATORS, FRIENDS AND BRANDS:
PHOTOGRAPHERS
DARIO CATELLANI
QUENTIN DE BRIEY
PABLO DI PRIMA
COLIN DOGSON
TIM ELKAIM
JEREMY EVERETT
THEO DE GUELTZ
PAMELA DIMITROV
JOAQUIN LAGUINE
MARCO LESSI
PEPE LÓBEZ
ED. MARTIN
THEO WENNER
RONAN GALLAGHER
RYAN McGINLEY
MARTIN PARR
ANGELO PENETTA
CHRIS RHODES
OLA RINDAL
NICOLAS RUIVO
SEBASTIAN S. BRUCE
EDUARD SÁNCHEZ RIBOT
ANTHONY SEKLAOUI
DAVID SIMS
DEO SUVERA
DREW VICKERS
STYLING
EMMANUELLE ALT
ALEX CARL
ELODIE DAVID
MALINA JOSEPH
BRANDS
BERGDORF GOODMAN
EL BULLI FOUNDATION
EL PAÍS
MANGO
MASSIMO DUTTI
MOSCOT
NIKE
OYSHO
PHAIDON PRESS
SANTA & COLE
SIMON MILLER
TERESA HELBIG
VOGUE SPAIN
Etc
BRANDING
Brand Audit
Brand Platform
Brand Book
Visual identity
Logotype
Typography
Packaging
Design
Digital / Ecom
Editorial Design
Content Strategy
Brand Narratives
Storytelling
CREATIVE DIRECTION
Campaigns
Image Guidelines
Art Direction
Editorial Development
Special Projects
Brand Activations
Cultural Relevance
Social Content
BRAND EXPERIENCES
Events
In Store Activations
Store Concepts
Pop Up Design
Private Dinners
Furniture Design
Set Up
Location Scout
Grastronomic Experience
Graphics
© PRINCIPAL
FOUNDED BY
Óscar Germade
BARCELONA
A CORUÑA
MADRID
CONTACT
Mail
