• September 1, 2019
    Rice Village + Principle
    It takes a village to shape a village >> we’re excited to be a part of the exciting changes afoot in our own backyard, starting with a refreshed #brandidentity for our beloved Rice Village. More to come as we help roll out this new brand.
  • August 15, 2019
    Kristin Peake Interiors Identity
    We are fortunate to work with some truly talented creatives to help them craft their brand voice, both verbally and visually. Kristin Peake is one such interior designer — serving both DC and Charleston — here’s a look at a peek of her new brand identity.
  • August 1, 2019
    Undies for Everyone
    Our brand development continues for our friends at Undies for Everyone. Employing a simple die cut for their refreshed b-cards, the solution helps reinforce their core mission (ensuring all children access to the basic dignity of clean underwear) while expressing their unique brand personality (which celebrates little moments of levity).
  • July 25, 2019
    Brighter Bites Cookbook
    100+ pages of recipes, tips and tools now in print for our friends at Brighter Bites! SAPPI North America made it all possible through their grant program, Ideas That Matter. We were one of the 10 fortunate design firms awarded.
  • July 22, 2019
    We are amped to announce our newest addition at Principle — the talents of @taylortokarz who joins our growing verbal identity department. Bringing agency experience, creative dexterity between writing, illustration + art direction, plus an infectious sense of humor — we are feeling #happymonday vibes with her arrival today.
  • June 20, 2019
    Zanti Cucina Italiana Opens
    After two years — from naming the concept through the final details and environmental touch points — Zanti Cucina opens to rave reviews in The Woodlands. Full case study to come.
  • May 21, 2019
    BN Conference 2019, Speaker
    Our Creative Director + Founder, Allyson Lack, will be speaking at the Brand New Conference this year in Las Vegas . Her talk is part of a new series (#BNConfDoesGood initiative) where she will share the story behind our verbal and visual identity for the rebrand of Archway Academy, the largest sober high school in the U.S.
  • March 29, 2019
    1751 Opens in The Heights
    Revealing a new Heights-area restaurant brand we’ve developed for @1751houston, which opens next week. Our team developed the name (inspired by the Gin Act of 1751) and a logotype leveraging vintage numerals by the talented @hoeflerco. More details on our custom menu system and website to come.
  • February 22, 2019
    Houston Zoo Unveils New Map Design
    For many months we’ve found ourselves happily immersed in the ever-evolving landscape of our Houston Zoo. Our team has been hard at work to design a clear and informative piece that reflects the zoo’s new brand, its exciting (and ongoing) developments, and every navigable nook and cranny that will bring its 2.5 million visitors more ease and enjoyment.
  • January 15, 2019
    New Year, New Studio
    Our move to 2405 Bartlett Street marks the start of a new and really exciting chapter for our firm. Only a (literal) stone’s throw from our original space, it has been in the Houston design community for four decades, so it’s a legacy we are so very proud to be a part of. Looking forward to what we’ll make happen under this metal roof.
  • November 16, 2018
    Marie Flanigan Interiors
    Featured on their blog today, we worked with the talented team behind Marie Flanigan Interiors to create the subtlest of shifts in their brand identity, while taking a deeper dive into their firm’s verbal identity — read more about the process on their blog today.
  • November 10, 2018
    Art of the Menu, The Classic
    Excited to share a new custom menu system designed for The Classic, as featured on Art of the Menu. a fantastic new spot in Houston's restaurant scene. Special details were brought forth in our designs that intentionally reference modern furniture design.
  • November 1, 2018
    Archway Academy Brand Reveal
    With an annual fundraiser luncheon as the perfect platform to reveal the new brand for Archway Academy, we were overjoyed to finally share our heartfelt efforts poured into the new brand identity, including our first-ever motion graphic piece capturing the essence of why a Archway exists. For more info, check out the new website. 
  • October 31, 2018
    New Brand Identity, Fire & Field
    We’re thrilled to introduce a new verbal + visual ID we’ve been forging for Fire & Field. Owner Bevin Clay decided to design the workwear she couldn’t find during her time as a welder, a field scientist, a deepwater geophysicist… and a general enthusiast of any vocation that trades a desk for dirt, dust and flame.
  • October 28, 2018
    Ryan Street & Associates
    The brilliant + beautiful architectural work of Austin-based Ryan Street & Associates will the be the focus of a Fall verbal and visual identity study.
  • October 20, 2018
    Hotel Amparo, Now Open
    Now taking reservations, Hotel Amparo welcomes guests to San Miguel. We worked on the full brand identity, including verbal and visual elements big and small to bring this boutique hotel to life, including a custom site.
  • October 18, 2018
    The Classic Opens in Houston
    In collaborations with Aaron Rambo + Benjy Levit, Principle helped The Classic define its brand identity — menu design, a custom website, and signage were all considerations.
  • September 10, 2018
    Sappi Paper | "Ideas That Matter"
    Principle received one of SAPPI Paper’s “Ideas that Matter” 2018 grants -- an honor given out to only a handful of design firms each year to fund a worthy project for a worthy cause -- our long-time clients at Brighter Bites will be the recipient.
  • August 22, 2018
    New To Our Team
    Joining our Principle studio — the talents of Daniel Cardoza. We're thrilled to have him a part of our growing team.
  • June 17, 2018
    Art of the Menu, Kitchen & Cantina
    Featured this week on UnderConsideration's Art of the Menu, our menu design and brand system for Goode Company's Kitchen & Cantina.
  • May 26, 2018
    Thompson + Hanson Site Launch
    Thompson + Hanson invited us to dive deep into their history and business to architect the array of offerings within their canopy of brands, and to uncover a voice and a vision unique to their team—the resulting website aspires to reflect their thoughtfulness in all that they do.
  • May 10, 2018
    Burger Libre Open
    Burger Libre opens its doors to the public! Head on down to La Porte for burgers worth fighting for (and to check out our restaurant branding).
  • May 1, 2018
    Principle Goes to the Zoo
    The Houston Zoo asked us to pen our perspective as the creative firm behind their new brand. Head on over to their blog for a glimpse at the design thinking and process behind their new identity!
  • April 5, 2018
    Houston Zoo Rebrand Reveal
    Today we reveal the Houston Zoo REBRAND! We’ve been huddled up for months designing and dreaming of how to evolve a beloved local institution approaching its 100-year anniversary. We're so proud to be part of their global vision of connecting communities with animals to inspire action that saves wildlife.
  • March 15, 2018
    Zanti Cucina Italiana
    We are in the throes of developing a brand voice and aesthetic for ZANTI, a new Italian concept in The Woodlands, TX. Inspiration was derived from both Italian typography and nods to the anatomy of the cuisine.
  • March 2, 2018
    HOW International Design Awards
    Our packaging design for Goode Company Barbeque is featured in this year's HOW International Design Awards with a merit honor.
  • February 19, 2018
    Hotel Amparo Identity
    A further reveal of the brand for a boutique hotel in San Miguel in development for Hotel Amparo.  This brand takes its inspiration from European signage, Spanish-Catholic tiles and a nod to the ancient historical reference of the sub rosa.
  • February 2, 2018
    AIGA Houston, Featuring Paula Scher
    Last night along with AIGA Houston, we joined 300+ #houstoncreatives to welcome and celebrate a living legend whom we personally hosted here in our great city. Our creative director, Allyson Lack, was the intro speaker.
  • February 1, 2018
    Marie Flanigan Interior
    Interior design meets graphic design. Gearing up for brand collaboration with Houston powerhouse designer Marie Flanigan Interiors. Kicking of February with a day-long immersion into her brand.
  • January 29, 2018
    Jessica Hische features GOODE
    Celebrating our collaboration with Jessica Hische on the reinvention of Goode Company’s master brand logo mark. Now featured on her “logo refreshes” online, you can read about the process of evolving their original script lettering into a classic, tried and true Texas brand.
  • January 12, 2018
    Burger Libre, Branding
    Burgers worth fighting for. Coming 2018. Brand development for Burger Libre is underway at Principle, starting with this brand illustration, we lovingly refer to as Spatu-Libre.
  • January 2, 2018
    PRINT Magazine Regional Winner
    Kicking off 2018 with a feature in the final print edition of PRINT magazine, our work for Goode Company in packaging design and integrated brand systems available online here.
  • December 17, 2017
    Kitchen & Cantina No. 2, Memorial
    Officially open for business is Goode Co.’s Memorial location of Kitchen & Cantina. Brand touchpoint including Pantone-matched menu sleeves with contrast-stitching, a coaster series and custom-patches for uniforms / aprons — complement the countless details of this build out.
  • December 13, 2017
    Paula Scher + Pentagram + Principle
    We are thrilled to be sponsoring an AIGA Houston talk with design icon Paula Scher from Pentagram on 02.01.18. Mark your calendars for what will surely be a memorable evening. Register and join us!
  • November 5, 2017
    San Miguel Branding Begins
    We’ve already begun dreaming of a concept we’ll help bring to life in #sanmiguel #mexico. Can’t help ourselves.
  • November 1, 2017
    Plane Graphics for WING Aviation
    When your client sends you a picture of their new brand in use. On the wing of an airplane. #bucketlist
  • October 26, 2017
    Portfolio Center Speaking Engagement
    Speaking to the students at The Portfolio Center, the duo of alums Erin O'Connor and Elizabeth Fox-Helser represented Principle in Atlanta this evening.
  • October 17, 2017
    Merch Design for Goode
    Starting off the week with a look at some fresh merch we crafted for Goode Company, featuring the talented lettering styles of Jonathan Schubert.
  • September 25, 2017
    Gold enamel pins featuring a custom monogram we designed for one of Houston's premier cosmetic dentists. Brought to you by The Pin Department.
  • September 22, 2017
    New To Our Team
    Joining us in October, the talents of Carter Tindall, fresh out of her graduate studies at Portfolio Center. We're thrilled to welcome her to Houston and our branding studio.
  • September 15, 2017
    Goode Company Kitchen & Cantina
    Goode Company's latest concept, Kitchen & Cantina, launches in The Woodlands, Texas this month. Full case study forthcoming on this restaurant brand that we were fortunate to be a part of from the get go.
  • September 11, 2017
    Emanu El Brand Reveal
    The new logomark for Houston's oldest Reform synagogue launched to coincide with the start of the Jewish New Year, a perfect time to put forth a newly visioned brand identity.
  • August 24, 2017
    Milieu Magazine, Typography
    It was an honor for us to act as type consultants for our friends at Milieu Magazine who were looking to refresh their font palette. Just in time for the launch of their upcoming SEPT issue!
  • August 21, 2017
    Thompson + Hanson
    Working on a digital brand presence for the incredible Thompson + Hanson, standard-setters for landscape architecture in Houston --- and we’re equally thrilled to be teaming up with the many talented folks who make T+H the multi-faceted brand it is.
  • August 1, 2017
    Art of the Menu, Black Walnut Cafe
    Thanks again to Art of the Menu for showcasing our Black Walnut Cafe menu system design.
  • July 28, 2017
    Platform: Naming + Identity
    Coming soon: a new brand system for Platform—a design-forward real estate development and investment group in Houston, Texas.
  • July 10, 2017
    New to Our Team
    Welcoming our newest team member today. We're excited to have the talents of Drake Preston in the mix at Principle.
  • July 7, 2017
    Social Fabric Collective Identity
    We designed the new identity for SFC, a non-profit dedicated to providing professional photography equipment, education, and inspiration to high school students who are as diverse as they are dynamic.
  • June 26, 2017
    Houston Zoo Annual Report
    The Houston Zoo annual report has hatched. Many thanks to Kirsten Ufer and her creative team for bringing us on board to design this special piece.
  • June 21, 2017
    Goode Things Come in Texas-Sized Packages
    Featured on the esteemed brand blog, BRAND NEW, Principle's long-time creative partnership with Goode Company is reviewed.
  • June 15, 2017
    GD USA Web Awards
    Thrilled to be named a GDUSA winner in the 2017 American Web Design Awards. Many thanks to Evelyn’s Park Conservancy for choosing us to craft their digital presence.
  • May 9, 2017
    Houston Magazine Feature
    Thank you HOUSTON Modern Luxury for featuring our founder and creative director, Allyson Lack, in your May highlight of the new branding behind Evelyn's Park Conservancy.  
  • April 17, 2017
    Art of the Menu, Take Two
    We're seeing double this week on  Under Consideration's Art of the Menu blog, featuring our latest creation for Armadillo Palace's whiskey-centric watering hole, the Orange Blossom Bar.
  • April 12, 2017
    Milieu Magazine, Typography
    Immersed in interior design, our team at Principle is thinking type, type, type... #publication #typography #milieumag #interiordesign
  • April 1, 2017
    Art of the Menu, Armadillo Palace
    Principle's menu design system was featured this week on renowned blog #artofthemenu for our tried & true clients at Goode Company Armadillo Palace.
  • March 6, 2017
    SHSU visits Principle
    Our team hosted a great crew of fresh-faced designers from Sam Houston State University this past week — great to share some of our latest work and process with these up incoming creatives.
  • February 27, 2017
    Houston Zoo and Principle
    Diving in headfirst to a new Houston Zoo project! Our team at Principle will get the chance to flex our publication design muscle for our city's number one destination.
  • February 17, 2017
    Emanu El Congregation, Rebrand
    Let there be branding. Principle takes on the rebrand for one of Houston's most admired and established Reform synagogues, a mid-century modern jewel in the heart of the Museum District.
  • January 4, 2017
    Cake & Bacon Identity
    Excited to kick off 2017 with brand design for a not-so-wholesome wholesale establishment. Cake & Bacon heralds the return of your village baker and butcher whose creations are made with soul and will knock you on your ass.
  • November 15, 2016
    Goode Co. Pocket Bible
    It's been a real honor to capture the heart of what Goode Company Restaurants has been serving Texans for the last 40 years. Gold foil quote by founder Jim Goode adorns the cover of this pocket-sized retrospective.
  • October 31, 2016
    This week we welcomed the talents of Jackson Mahlke to the Principle team. #manpower
  • September 25, 2016
    Evelyn's Park Identity
    New identity for Evelyn's Park Conservancy—a visual double entendre that merges an E and a butterfly—reinforces the charming, transformative nature of this 5-acre park in the works.
  • August 31, 2016
    Summer Identity Showcase
    Check out Principle's summer recap on new identities in the works:
  • July 13, 2016
    Orange Blossom Bar Identity
    The Orange Blossom Bar opened its doors over July 4th weekend, as a part of a massive expansion of Goode Co.’s Armadillo Palace honky tonk, borne as tribute to a famous Houston fiddler.
  • June 14, 2016
    Eloise Nichols Restaurant ID
    We enjoyed crafting the identity for the Adair family’s new neighborhood restaurant—a gem coming to the River Oaks / Highland Village area late this year!
  • May 9, 2016
    Aviation Brand Takes Flight
    We got to check a box on our design bucket list: rebranding a (luxury!) airline. Over the holidays, Principle launched the new Wing Aviation with a sleek, no-nonsense suite of materials, now viewable here.
  • April 14, 2016
    We are excited to welcome our newest designer, Elizabeth Fox-Helser to the team at Principle. Elizabeth comes to us from Carbone Smolan in NYC, and we’re happy to have her in the great state of Texas with us!
  • February 1, 2016
    AIGA Houston Talk
    Come out and hear our perspective on crafting a strong portfolio, February 11th! Allyson Lack joins the AIGA Houston to share her insights.
  • December 11, 2015
    Print Magazine
    We're always proud to represent Texas in Print Magazine's Regional Design Annual, on newsstands this month. Check out the 2015 finalists, including our branding for Goode Company.
  • November 24, 2015
    On the Grid
    On the Grid – the designer's neighborhood guide – invited Principle to join in on the fun. Check out our local 'hood favorites here!
  • October 26, 2015
    Texas Monthly
    Look who's adding a little flavor to the pages of Texas Monthly​. Principle's redesigned packaging for Goode Company's BBQ sauces is featured this month's issue.
  • September 8, 2015
    Principle is so pleased to welcome Ina Riley to our team. Ina brings her warm smile + strategic branding experience — from Interbrand and beyond — to her new home in Houston. Thrilled to have her aboard!
  • June 17, 2015
    Hot Off the Press 

    Principle’s re-design of the Goode Co. Seafood menu system catches some ink on Felt & Wire, e-portal of the paper-loving pros over at Mohawk.

  • June 11, 2015
    The Goode Co. Seafood system captured the attention of Art of the Menu this week, a division of design blog Under Consideration.
  • March 18, 2015
    Goode as Gold
    Our identity work wins gold at the AIGA Houston Design Awards. Go check out a truly wonderful show featuring Houston's best design work at The Printing Museum.
  • February 1, 2015
    FOUND goes digital
    We were thrilled to be a part of creating Found's new digital presence, in collaboration with Studio Kudos. Congrats to the talented team at Found for the Home.
  • January 8, 2015
    New to our team
    Excited to welcome both the arrival of 2015 and our newest talent, Rachel Rothberg. Bring on the new year!
  • October 21, 2014
    AIGA Panel Talk
    Ally will be on her small business soap box at an AIGA Houston panel discussion. Mark your calendars and bring your questions!
  • September 18, 2014
    BB Site Launches
    We collaborated with Studio Kudos to design BB's digital presence, sharing brighter bytes from Houston to homes (and phones) around the country.
  • July 14, 2014
    Brand New
    To bring Goode Company's classic script into the next era, Principle collaborated with Jessica Hische for this restaurant brand redesign.
  • May 19, 2014
    new to our team
    We are excited to welcome our newest designer, Nadia Hussain, to the team at Principle. Happy first day, Nadia! We're so glad you're here.
  • April 8, 2014
    This week, Principle heads back to where it all began on Bennett Street: we’ll be delivering Seminar at our graduate alma mater, Portfolio Center. See you in Atlanta!
  • April 3, 2014
    From pie to pie charts, we love the places our Texas clients take us! Looking forward to our creative collaboration with the talented team at Texan Bank. Welcome!
  • March 11, 2014
    We're on the lookout for a junior designer for our Houston office. Adobe Creative Suite- and web-design savvy, with a passion for print and type. Preferably 1-2 years’ experience. Inquire!
  • February 13, 2014
    Check out this piece on Brighter Bites, founded by visionary Lisa Helfman, showcasing our brand work to help launch this outstanding non-profit.
  • January 25, 2014
    Fellow Portfolio Center alumni Erin O'Connor joins our team as copywriter and brand strategist, bringing a unique talent as wordsmith and design junkie. Welcome, Erin!
  • August 9, 2013
    Principle's food packaging design for Goode Company is featured on HOW Design online, in the article 10 Best Food Packaging Designs.
  • June 10, 2013
    Principle is a Category Winner for the Goode Company Holiday Catalog in Neenah Paper's UnShow™ Contest.
  • April 2, 2013
    Principle wins local and regional at the AAF-Tenth District ADDY Awards. Our work will now advance to the national competition.
  • May 1, 2012
    Our rebrand for FOUND, one of Houston's finest home decor shops, launches in time for the opening of their incredible new showroom space.
  • February 1, 2012
    Our work for TX Children's, National Building Museum + Chronicle is featured in the new publication Typography Referenced.
  • November 25, 2011
    35 years of tx bbq
    In 2012, Goode Company Restaurants will have been serving up fine food for 35 years. We designed a custom commemorative stamp to celebrate the occasion.
  • September 1, 2011
    Now available online, the amazing work that Allyson juried for Communication Arts 2011 Design Annual. Be ready for inspiration.
  • June 24, 2010
    New on the scene, Paddywax Garden Crush candles, tins and diffusers. Our design combines richly detailed illustrations with a mod, two-tone palette and pattern.    
  • May 1, 2010
    Check out the University of Maryland Design Week blog for a recap of our talk and workshop in March. The students were wonderful to work with, keep an eye out for grads from UMD!
  • February 23, 2010
    Principle's identity work for LADCO is featured in Rockport's Letterhead & Logo Design 11, design by Design Army.
  • December 8, 2009
    Featured in this year's 2009 PRINT Regional Design Annual are both the TX Children's Maternity Barricades and Chandos Interiors identity suite.
  • September 1, 2009
    On newsstands this September/October, Communication Arts magazine features a ten-page article on our design work and how we built our business.
  • July 22, 2009
    Thanks to design blog FPO: For Print Only for featuring French General's Home Sewn book and stationeries on their site this month.
  • March 10, 2009
    TCH Barricades

    Principle’s traffic-stopping barricades for Texas Children's Hospital’s new Maternity Center also catch the attention of Communication Arts

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