Principals wins major haul at the 2023 Australian Good Design Awards

Trans-Tasman branding design agency Principals has had its best result ever at the 2023 Australian Good Design Awards, winning four awards including Best in Category for its work with New Zealand’s Hamilton Airport.

The Australian Good Design Awards are the highest honour for design and innovation, announced last week in front of more than 1000 guests from the design and architecture community.

Principals’ collaborative project to renew the identity of Hamilton Airport received a prestigious Good Design Award Gold Winner Accolade in the Communication Design category in recognition for outstanding design and innovation. In a major coup for the agency’s Auckland-based studio, the project then went on to win the highly coveted Best in Category honour.

The Good Design Awards Jury commented: “The design of this branding project for Hamilton Airport is empowered by incredible collaborative skills and a deep sense of place. It shows a clear sense of authenticity with its deep respect for the area’s history, understanding that to plan for the future, one must appreciate and uplift the past. We commend the thorough co-design process and the engagement of many Māori cultural and knowledge leaders throughout the project. We believe all place branding initiatives can learn from this incredible project.”

Amidst planning for a major terminal upgrade and expansion, Hamilton’s airport needed a new brand, story and values to reposition for the future and celebrate its rich history.

Says Jodine Bell, creative director, Principals New Zealand: “This award shows how culturally-connected brand design can resonate well outside its home environment. Waikato has a long and famous Māori history, which from the beginning we knew had to be represented in the work. This is recognition for everyone who came together to develop and deliver an identity that truly reflects the native species, people and history of this area – while highlighting the future-facing opportunities of the airport upgrade. It’s a once-in-a-career project the team at Principals are thrilled to have been a part of.”

Principals also received two prestigious Good Design Award Winner Accolades in the Communication Design category for projects with the Biodiversity Council and NAB Brand Evolution.

Says Tom Brigstocke, CEO, Principals: “Every award is special. But these three projects reflect such high quality creative and strategic thinking, and also show the importance of being able to draw collaborative teams together to achieve outstanding positive change.”