a team of award-winning integrated marketing experts who fundamentally believe that better work should be accessible to people doing social good. 

Campaigns that win fundraising, advocacy, lead generation, awareness, year end, and e-commerce

Branding and program development from an award winning team

Creative that doesn’t look like everything else out there (or anything else out there)

Strategy that is holistic, data driven, creative, forward thinking, and focused on your business objectives



Managing Director

Growing up, I always wanted to be a professional organizer. As Managing Director with Principles, I am one. I oversee the business operations and all client accounts. I’m responsible for coordinating Strategy, Creative and Marketing and I’m dedicated to delivering the best quality products and services to our clients, on time and on budget. For the past 12 years, I’ve led the development and execution of online and offline campaigns, brand identities, partnerships and events. My track record of success spans across charitable, government and corporate sectors. Things I can’t stop talking about: the joy of being organized, yoga, skiing, scuba diving and my kids.



Strategy Director

My first job was shovelling pig shit. I didn’t love it. Fast forward 20 years and I now spend my days solving problems and designing winning campaigns for some of the biggest charities and nonprofits in the world. I like this job more, and I’m really good at it. I deeply believe that every problem deserves to be solved and that the smartest solution strikes the right balance of best-practice and innovation. Risk and calculation. Data and gut. When I’m not planning campaigns, hanging out in a charity’s boardroom or designing strategies for my favourite nonprofits, you’ll find me cooking, napping, and traveling the world with my husband.



Creative Director

I’ve always been fascinated by the thought that an idea can change the world. That an electric impulse firing in the brain can manifest itself into a series of events bettering the space around us. That creativity can lead to movements. For 14 years I’ve worked on big ideas for homelessness, indigenous rights, cyber bullying, the environment, climate change, health, social justice, human rights, animal welfare, poverty, child labour, education, international aid... and more. Making videos, broadcast, digital and traditional advertising. Installations, activations and even murals. Through my craft, my partnerships and my drive I make any idea come to life, no possibility is off limits.


Improving ecosystems. Providing support. Promoting fairness. Building capacity. Strengthening relationships. Solving problems. Planning sustainably. These are our passions and these are our principles. We stand by them, we believe in them, and we built a business around them.

  • “Zach is the type of person that aspirational #bosslife quotes are written about. He leads with integrity and inspires colleagues. Zach is deeply knowledgeable about his field and highly skilled at driving results where they matter most. He makes the world and workplace a better place.”– Former team member

  • “I had the pleasure to work with Andrea on several projects, over the course of a few years. She always shows exceptional professionalism and judgement. In my career, I rarely come across such talent and dedication to service excellence in both the public and private sectors.” – Katerine Sylvestre, Senior Communications Advisor, Global Affairs Canada | Affaires mondiales Canada

  • “Zach is a smart, savvy marketing professional whose understanding of the non-profit sector is, in my experience, unparalleled. He leads with passion in everything he does, and is genuinely invested in any project he undertakes. His expertise can take any program or campaign from good to great, and above all he’s simply an awesome person who is so much fun to work with!” – Morgan Davidson, Zeno Group

  • “One of the many joys of working with Zach and his team is the passion they bring – not just for the project itself, but the organizations they choose to work with. If you’re looking for someone who won’t just tell you that all your ideas are already great, but who will mold your ideas into something that’s actually great, innovative and next-level even, then look no further.” – Caitlin Nicholls, Associate Director Annual Giving, Ontario SPCA

  • “It has been my great pleasure to work with Andrea on several high profile, multi-year, multi-stakeholder projects. Her professionalism, sound judgment, and strong work ethic have been life saving over the years.” – Theresa Woolridge, Program Manager, Corporate Communications, Ottawa Public Library

  • “Andrea was the project manager on a project I led – the total rebranding of the National Aboriginal Achievement Foundation to Indspire. It was a major project with many moving parts. Andrea’s role was critical to our success and she did a great job keeping all of the elements on track.” – John Ecker, Former VP Communications & Media Relations, Indspire




Creative campaigns

Advocacy and fundraising campaigns

Breaking down organizational silos

Multichannel fundraising

Digital advertising

Social media strategy

Measurement frameworks


Analytics of every kind

Annual reports and cases for support

Legacy, planned, and monthly giving

Email marketing

Print (it still matters)

Communications planning

Landing page and conversion rate optimization (CRO)

Lead Generation

Inbound Marketing

Branding and Naming

E-commerce stores and campaigns

Symbolic giving programs

Check out our work!

View Case Studies
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