7UP® is a brand beloved for its refreshing lemon-lime flavor, popular with consumers across global markets. The brand posits that life is always better when we choose moments that uplift us, and it was time to bring this timeless 7UP narrative forward.
Biodiversity Council
The Biodiversity Council is a newly-formed collective representing 11 leading universities, Indigenous knowledge-holders and philanthropists working together to develop real solutions to Australia’s biodiversity crisis. Principals was tasked with developing a brand positioning, story, design and language system to introduce the Council nationally and motivate every Australian to act.