Branding agency Principals has launched a new human-centred design accelerator called AlphaLab.
Led by multi-disciplinary design practitioner Dan Bradley, AlphaLab will build upon the agency's strategy, insight and creative capabilities with experience design and rapid prototyping.
AlphaLab will help brands explore new futures by creating differentiated experiences and experimenting with technology to design services that build long-term brand value.
“Principals AlphaLab pulls our capabilities together into a single cohesive unit," Principals CEO Tom Brigstocke says.
"True to our promise, its job is to put our clients’ brands to work to build seriously better businesses. We’re thrilled Dan has come on board to head up the unit.”
Bradley has relocated to Melbourne to join the agency and head up the division after running Perth innovation consultancy Eliza.
There he worked with a range of clients including Bankwest, RAC BetterLabs, Optus, Silverchain and NERA.
Prior to his time at Eliza, he was creative director at Meerkats.
Bradley says he was lured back to the east coast by Principals' "quality" work.
"The strategic insight and design capability make it possible to create experiences that truly stand out," Bradley says.
"I’m excited to have landed in this creative environment and keen to start delivering for our fantastic roster of national and international clients.”
The launch of AlphaLab follows Principals' recent branding work for the new Bondi to Manly coastal walk which opened this month to the public.
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