Principals launches experience design arm Alpha Lab with new hire Dan Bradley at the helm

Brand agency Principals has hired Dan Bradley to head up its new human-centred design arm, Alpha Lab.

Alpha Lab will look to create new experiences for clients’ customers, and experiment with technology and design.

Dan Bradley joins Principals to lead its experience design arm AlphaLab

The agency said it will also host a rapid prototyping capability.

Bradley has joined Principals from Perth-based consultancy, Eliza, where he spent three years as director of service and experience design. Previously, he spent six years at brand agency Meerkats, as head of design, creative director and later creative director of brand design and experience.

Bradley’s title at Principals is director of experience design.

Bradley said of his appointment: “It took an agency of the quality of Principals to lure me back east. The strategic insight and design capability make it possible to create experiences that truly stand out. I’m excited to have landed in this creative environment and keen to start delivering for our fantastic roster of national and international clients.”

Principals CEO, Tom Brigstocke, explained the new agency arm: “Principals Alpha Lab pulls our capabilities together into a single cohesive unit. True to our promise, its job is to put our clients’ brands to work to build seriously better businesses. We’re thrilled Dan has come on board to head up the unit.”

Earlier this week, Principals revealed the brand identity it developed for the newly-opened Bondi to Manly walk in Sydney, which took inspiration from the Indigenous symbol for a whale.


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