Principal is a Montreal-based strategy and design studio. We collaborate with organizations at pivotal moments in their trajectory to clarify intent and build brand systems meant to last.
By merging design, technology, and contemporary culture, we facilitate sound decision-making and enable brand transformation. Our work strengthens reputational, cultural, and financial value, ensuring our clients achieve ongoing relevance within their cultural context.
Montreal˚C0:00:00 GMT-5
Contact
New Business
Phone
Selected Clients
ADCC
AGAC
National Bank of Canada
BIXI
Bonsound
C Magazine
Caisse de dépôt of Quebec
CCA
Canadian Arts Council
International Olympics Committee
Doyle
La Shed
Lambert & Fils
L’Éloi
AGAC
National Bank of Canada
BIXI
Bonsound
C Magazine
Caisse de dépôt of Quebec
CCA
Canadian Arts Council
International Olympics Committee
Doyle
La Shed
Lambert & Fils
L’Éloi
m0851
Montreal Museum of Fine Arts
Museum of Civilization
McCord Stewart Museum
Phi
Plural
Savoir Média
The Gund
The Power Plant
Théâtre Prospero
University of Montréal
University of Toronto
City of Montreal
And many more
Montreal Museum of Fine Arts
Museum of Civilization
McCord Stewart Museum
Phi
Plural
Savoir Média
The Gund
The Power Plant
Théâtre Prospero
University of Montréal
University of Toronto
City of Montreal
And many more
Team
Bryan-K. Lamonde
Creative Director, Partner
Bruno Cloutier
Digital Creative Director, Partner
Mathieu Cournoyer
Business Development, Partner
Julien Hébert
Lead Designer
Nick Losacco
Designer
Éloïse Carrier
Designer
Gabriel Cance
Designer
Marie-Hélène Rodriguez
Account Manager
Gabriel Tourangeau
Account Manager, Operations
Sheena Hoszko
Coordinator
Recent Awards
2025
IDÉA
ADCC 75 Years, Campaign, Gold
MBAM, Identity, Gold
ADCC 75 Years, Motion Design, Silver
Jardin de Métis, Poster, Bronze
ADCC 75 Years, Poster Series, Bronze
Théâtre Prospero, Campaign, Bronze
ADCC 75 Years, Campaign, Gold
MBAM, Identity, Gold
ADCC 75 Years, Motion Design, Silver
Jardin de Métis, Poster, Bronze
ADCC 75 Years, Poster Series, Bronze
Théâtre Prospero, Campaign, Bronze
ADCC
Pounding the Pavement - McCord Stewart Museum, Environmental Design, Bronze
MBAM, Identity, Bronze
ADCC 75 Years, Design Program, Bronze
ADCC 75 Years, Motion Design, Bronze
ADCC 75 Years, Poster Series, Bronze
ADCC 75 Years, Design Program, Shortlist
Pounding the Pavement - McCord Stewart Museum, Environmental Design, Bronze
MBAM, Identity, Bronze
ADCC 75 Years, Design Program, Bronze
ADCC 75 Years, Motion Design, Bronze
ADCC 75 Years, Poster Series, Bronze
ADCC 75 Years, Design Program, Shortlist
2024
TDC
AGAC - Plural, Best of Communication Design
AGAC - Plural, Best of Communication Design
IDÉA
The Gund, Design Grand Prize
Jardin de Métis, Poster, Gold
Théâtre Prospero, Poster Series, Gold
AGAC - Plural, Identity, Gold
The Gund, Identity, Gold
Julien Smith - The Flinch, Book Cover, Silver
AGAC - Plural, Website, Bronze
Julien Smith - The Flinch, Book, Bronze
The Gund, Website, Bronze
The Gund, Design Grand Prize
Jardin de Métis, Poster, Gold
Théâtre Prospero, Poster Series, Gold
AGAC - Plural, Identity, Gold
The Gund, Identity, Gold
Julien Smith - The Flinch, Book Cover, Silver
AGAC - Plural, Website, Bronze
Julien Smith - The Flinch, Book, Bronze
The Gund, Website, Bronze
ADCC
The Gund, Identity, Bronze
The Gund, Digital Design, Bronze
PXP, Website, Shortlist
The Flinch - Julien Smith, Book Cover, Shortlist
The Gund, Identity, Bronze
The Gund, Digital Design, Bronze
PXP, Website, Shortlist
The Flinch - Julien Smith, Book Cover, Shortlist
2023
TDC
Jardin de Métis, Poster
Jardin de Métis, Poster Series, Best of Lettering
Jardin de Métis, Poster
Jardin de Métis, Poster Series, Best of Lettering
IDÉA
Théâtre Prospero, Design Grand Prize
Festival International des Jardins, Poster, Gold
Théâtre Prospero, Poster Series, Gold
C Magazine, Website, Gold
Théâtre Prospero, Campaign, Silver
Coral, Identity, Silver
Disraeli Revisited - McCord Museum, Experiential & Immersive, Silver
Climate Summit, Logo, Silver
AGAC - Papier, Campaign, Bronze
Jason Bajada - Crushed Grapes, Album Cover, Bronze
McCord Museum - Parachute, Experiential, Bronze
The Power Plant, Website, Bronze
Théâtre Prospero, Design Grand Prize
Festival International des Jardins, Poster, Gold
Théâtre Prospero, Poster Series, Gold
C Magazine, Website, Gold
Théâtre Prospero, Campaign, Silver
Coral, Identity, Silver
Disraeli Revisited - McCord Museum, Experiential & Immersive, Silver
Climate Summit, Logo, Silver
AGAC - Papier, Campaign, Bronze
Jason Bajada - Crushed Grapes, Album Cover, Bronze
McCord Museum - Parachute, Experiential, Bronze
The Power Plant, Website, Bronze
ADCC
AGAC - Plural, Complete Design Program, Silver
Théâtre Prospero, Poster Series, Silver
Jardins de Métis, Poster Series, Silver
Théâtre Prospero, Complete Design Program, Bronze
C Magazine, Digital Design, Bronze
AGAC - Plural, Digital Design, Bronze
Sommet Climat, Logotype, Bronze
AGAC - Plural, Complete Design Program, Silver
Théâtre Prospero, Poster Series, Silver
Jardins de Métis, Poster Series, Silver
Théâtre Prospero, Complete Design Program, Bronze
C Magazine, Digital Design, Bronze
AGAC - Plural, Digital Design, Bronze
Sommet Climat, Logotype, Bronze
