Here's the plan.

Principal is a name you seldom hear in the financial category. While other finance companies scare you or try to overwhelm you with numbers, Principal just wants you to know that they are by your side through the ups and downs of life.


To launch their new logo, we created a piece to

let people know that Principal was still the same Principal everyone loved, 

just with a modern, new look.

Client: Principal Financial Group

Agency: TBWA\Chiat\Day\LA

Chief Creative Officer: Stephen Butler

Creative Directors: Jason Karley + Micky Coyne

Art Director: Blair Seward

Copywriter: Elizabeth Daniel

Film Producer: Garrison Askew

Associate Film Producer: Chris Kosinski