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Last July, Bryan-K. Lamonde, creative director at Principal, was invited to speak at the Forum event broadcast online via The Brand Identity.

Bringing together international design pillars such as Mirko Borshe, Kolja Busher, Elizabeth Goodspeed and many others, Principal presented its flagship projects on the international scene. From the ideation process behind each concept to the final result, Bryan gave us a deeper understanding of Principal's approach. The projects included Theatre, Prospero, Fergus, the Paper Fair, Crash, the Cinémathèque Québécoise and many others. This journey through the studio's more or less recent achievements allowed us to better understand our creative process.