Since its opening in 1989, the Wexner Center has distinguished itself as the leading center for interdisciplinary contemporary art in the United States. A unique place where visual arts, film, video, music, dance, theater and lectures meet, it embodies innovation and artistic experimentation across diverse disciplines. We are delighted to collaborate with the team and contribute to the evolution of this iconic center.

As part of HUB Montréal, Iregular and Principal have jointly created an art and design exhibition, showcasing the different practices of the two creative studios.

At our studio, we welcomed our friends and collaborators from the industry for our traditional back-to-school happy hour.

The Gund's visual identity has won the Grand Prix Design Idéa 2024! The team is very proud to win this honor for a 3rd consecutive year. In addition to the grand prize, 4 of our projects won gold, 1 silver and 3 bronze.

We're honored to have our Creative Director on the judging panel at the D&AD Awards 2024 in London in May. Bryan will have the chance to judge some of the year's best projects in the Digital Design category. D&AD is one of the most prestigious international design competitions.

This year, the 15th Pica team organized a special Picatalk on the theme of Legacy, where it solicited the participation of its founding members. Former Pica members, including Éloise Carrier designer at Principal, came to share their professional experiences, talk about their dream jobs and also share their musical recommendations. Pica also welcomed Olivier Mercier-Chan Kane (2p0), Raymond Lanctot (5p0), Hamie Robitaille (6p0) and Xavier Trudeau (12p0).

We're delighted to announce that Julien Hébert, lead designer at Principal, has been named president of the Design Jury for the 2024 edition of the Idéa competition (organized by A2C - Association des agences de communication créative), celebrating the best in Quebec design.

The Design Everywhere platform took the time to interview our studio about our Plural identity project. The new contemporary art fair has a dynamic, typographic new identity that extends from the poster campaign to the fair dressing, website and social media.

We love Théâtre Prospero and have a tradition of visiting them with our whole team. This time, we went to see the play Membrane. With its exceptional staging, this play was very satisfying for designers. "In the distant future, humanity has taken refuge in underwater cities. There, they have rediscovered the pleasures of the mind and the flesh. In this amazing world, Momo is a prized beautician, the only one to offer prodigious and mysterious invisible membranes that protect the skin and magnify existence."

Welcome to the Hélio team! 2024 began with the arrival of Hélio at the studio. Originally from Lisbon, he has worked as a designer at Bruce Mau Design in Toronto and Rice Studios in Ho Chi Minh, Vietnam, among others. Having traveled the globe, he is now based in Montreal to add his design strengths to those of Principal .

Located on Kenyon College's beautiful 1,000-acre wooded campus, the Gund Gallery is a hub for contemporary and historical art, hosting a growing collection of works that span a wide range of mediums, narratives and voices. It proudly presents a new brand identity designed by Principal, which includes the new name, “The Gund”, new branding, bespoke typography and a dynamic graphic system.

We recently acquired two sculptures by artist Marie-Michelle Deschamps for our beautiful studio. These metal sculptures were created for the exhibition Anderer | Autre | Other Apparatus at the Ausstellungsraum Klingental in Basel, Switzerland. The works echo traditional book and newspaper stands, bringing us closer to printed graphic design. Marie-Michelle Deschamps is represented by Bradley Ertaskiran Gallery (Montreal) and Gregor Staiger Gregor (Zurich). The artist's approach focuses on language as a habitable space. Her practice is rooted in conversation, collaboration and translation, emphasizing the transformative power of language in the formal dialect of architecture.

Straight from the archives of the Museum für Gestaltung in Zürich, Principal recently acquired one of the best-known posters by Swiss advertising designer Niklaus Stoecklin. A master of hyper-realistic airbrushed images, he became a standard-bearer of the New Objectivity movement. What we really like about his posters is that they are devoid of slogans or text, the product presented having to stand on its own. In this way, they guarantee universal intelligibility. Discover the work of Niklaus Stoecklin

Principal wins design grand prize for the second year running. Once again this year, Principal scooped several prizes at the IDÉA Quebec design competition. Winning not only the Grand Prix design, but also 4 Gold, 3 Silver and 4 Bronze awards.

For eight days, Christopher Dessus (Atelier PAF) and Éloïse Carrier (Principal) led a creative workshop with 19 students. Held at UQAM's School of Design as part of Design International, the aim of the workshop was to reuse the inflatable elements previously created for the Collectible project. The idea was to explore, with the students, the many possibilities of arrangement using only ropes and inflatable cylinders.

Portrait of a designer originally from Germany who migrated to modern Canada and was seduced by the promises of a nation in the midst of cultural expansion.

The album CRASH by Les Louanges, won a prestigious Felix for the album cover of the year at the Gala de l'Adisq last November 2. The project was realized in collaboration with the duo of photographers Jodi Heartz and Alex Blouin.

Last November, Principal was named Design Studio of the Year by the Advertising & Design Club of Canada (ADCC). In addition to this prestigious award, we are proud to have received 10 other awards in the Design category.

On June 9, Bryan-K. Lamonde, creative director at Principal, was present at the Advertising & Design Club of Canada (ADCC) to give a conference about Quebec graphic design and its concrete contribution to local culture.

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.

Principal stood out in the Idéa 2022 competition by winning the Grand Prix Design of the year for the visual identity of the album Crash by the group Les Louanges. In addition to this Grand Prize, 3 gold prizes, 5 silver prizes and 3 bronze prizes for a total of 11 prizes. This fine harvest makes Principal the most awarded studio in its category this year.

Last February, our creative director and associate Bryan-K. Lamonde was selected to form the jury of the most important design competition in Quebec. This jury, chaired by Joanne Lefebvre, is made up of Éliane Cadieux, Anne-Marie Clermont, Emanuel Cohen, Farah Khan, Thibault Magni, David Minh Nguyen and Louise Paradis.

The third edition of The Process presents the creative process behind ten captivating and thoughtful graphic identity projects, and reveals the multitudes of sketches that went into the final results of some acclaimed projects. Featuring projects by Principal, Two Times Elliott, DIA, Folch, M35, The District, 1/1 Studio, Play, CoType Foundry, and Plus Mûrs, the book reveals the stories behind world-renowned work for Nike, Squarespace, Yoko Ono and many more.

Broadcasted from Montreal on April 22nd to May 4th, Fictions was an immersive virtual exhibition of eight Montreal designers including Atelier Zébulon Perron, Claste Collection, David Umemoto, Lambert & Fils, Loïc Bard, Pascale Girardin, SSSVLL, and Yannick Pouliot. Presented by the Canadian Creators Collective. Curated by Nicolas Bellevance-Lecompte.

After becoming hyper-specialized, the disciplines of design and architecture may have forgotten how to collaborate with each other and sometimes have difficulty understanding each other. This lecture will explore the idea of collaboration and share work anecdotes in the relationships between graphic designer and architects.