We are The Principal Office
An independent creative consultancy founded on the belief that the strongest brands are built at the intersection of editorial thinking, strategic rigour and cultural intelligence.
Our practice grew from a background in fashion publishing and visual culture, disciplines where precision of form, economy of language and the weight of an image are not aesthetic preferences. They are working methods. We apply them to every brief we accept.
We work with a limited number of clients at a time. That is a deliberate choice. It means the people responsible for the work are the people doing the work and that every project receives the full weight of our attention.
Our work sits where clarity meets sensibility, crafted with intention, shaped through context.
OTZ LAB MADRID CAMPAIGN BEHIND THE SCENES
WHO WE ARE
OUR BACKGROUND
Our practice is built on editorial thinking. The precision of form, the economy of language, the weight of an image: these are not aesthetic preferences. They are working methods, applied to every brief we accept.
THE FOUNDER
The agency was founded by Óscar Germade, whose career spans editorial design, cultural publishing, and the art direction of Vogue España. That background informs a way of working that is rigorous, considered, and deeply visual.
HOW WE WORK
We operate as a senior practice. Our clients have direct access to the people doing the work. We take on a limited number of projects at a time, and we see each one through completely.
WHAT WE DO
BRAND CONSULTANCY
We work with brands at their most consequential moments, launches, repositioning, category expansion or internationalization, to define what they stand for and how that conviction translates across every visual and verbal expression. The result is not a style guide. It is a brand with a genuine point of view: one that holds across markets, channels and time. Clients include Nike, Santa & Cole, El Bulli Foundation and Phaidon.
CREATIVE DIRECTION
We provide the strategic and aesthetic leadership that keeps a brand looking like itself. From campaign concept to final image, we assemble and direct the right collaborators: photographers, stylists, set designers, directors and hold the standard throughout. Our approach is editorial: considered, uncompromising and always in service of the idea. Clients include Mango, Oysho, Massimo Dutti and Teresa Helbig.
EVENTS AND EXPERIENCES
We produce environments where a brand becomes tangible. Events, activations, cultural experiences — moments where an audience stops observing and starts feeling. Every detail, spatial, sensory and social, is treated as part of a unified creative whole. Because a brand that is only seen is only half alive. Clients include Mango, Bergdorf Goodman and Vogue España.
HOW CAN WE HELP YOUR BRAND
BUILD
Brand identity is not a logo. It is the accumulation of decisions (visual, verbal and strategic) that determine how a brand is perceived before it speaks. We build the frameworks that make those decisions consistent, deliberate and lasting.
ELEVATE
Creative direction is the discipline of maintaining a standard. It is the difference between a brand that produces content and a brand that has a point of view. We apply that discipline to every image, every campaign, every collaboration; so the work always looks like it means something.
ACTIVATE
A brand that is only seen is only half alive. Events and experiences are where identity becomes tangible; where an audience stops observing and starts feeling. We design those moments with the same rigour we bring to everything else.
Let's talk about your next project:
SELECTED CLIENTS
CAROLINA HERRERA
EL BULLI
EL PAÍS
KAVE HOME
LANCÔME
L'ORÉAL LUXE
MAJORICA
MANGO
MASSIMO DUTTI
PHAIDON PRESS
SIMON MILLER
TERESA HELBIG
UNIQLO
VOGUE ESPAÑA
NEW BUSINESS
BASED IN SPAIN. WORKING WORLDWIDE.
BOOK A MEETING AT hello@weareprincipal.com
COLLABORATORS
EMMANUELLE ALT, DARIO CATELLANI, QUENTIN DE BRIEY, ALEX CARL, ELODIE DAVID, PABLO DI PRIMA, COLIN DOGSON, TIM ELKAIM, JEREMY EVERETT, THEO DE GUELTZ, PAMELA DIMITROV, JOAQUIN LAGUINE, MARCO LESSI, PEPE LÓBEZ, MALINA JOSEPH, ED. MARTIN, THEO WENNER, RONAN GALLAGHER, RYAN McGINLEY, MARTIN PARR, ANGELO PENETTA, MARC PUIG BIEL, CHRIS RHODES, OLA RINDAL, NICOLAS RUIVO, SEBASTIAN S. BRUCE, EDUARD SÁNCHEZ RIBOT, ANTHONY SEKLAOUI, DAVID SIMS, DEO SUVERA, DREW VICKERS, LALA SERRANO
SOLO DESIGN TEAM, VOGUE SPAIN ART DEPT., MASSIMO DUTTI IMAGE TEAM & MANGO IMAGE & COMMUNICATION TEAM
IMAGES AND TYPEFACE
Please, get in touch before publishing any of the images on this website. For any inquiries about work, press, etc., please get in touch by email. THE PRINCIPAL OFFICE wordmark and icon designed by ÍÑIGO JEREZ. Website titles set in Chamberí, bespoke typeface designed for Vogue Spain by EXTRATYPE.
©THE PRINCIPAL OFFICE CREATIVE SERVICES SINCE 2025 ➊ BUILDING ➋ ELEVATING ➌ ACTIVATING OUTSTANDING FASHION, BEAUTY AND LIFESTYLE BRANDS WITH VISION, DEPTH AND CULTURAL RELEVANCE.
OFFICE HOURS:
MON TO THU: 8.30 AM TO 5.00 PM FRI: 8.00 AM TO 2.00 PM
MEETINGS ON DEMAND. MORE INFORMATION AT @WEAREPRINCIPAL
A CORUÑA
MADRID
BARCELONA
