Sash Fernando Email & Phone Number

As founding and creative director of Principle Design, I take pride in our purpose to design with principle. We’re a multidisciplinary collective of design strategists, passionate about collaborating with like-minded professionals that aspire to be better. We create comprehensive design strategies to define your brand identity, communicate your purpose and tackle your real world problems with clarity and creativity through print, digital and signage platforms. I’m a strong believer that great design cannot happen without passion, knowledge and persistence. I continue to be inspired my formative design experience working under Milton Glaser and Michael Beirut of Pentagram design who instilled in me a deep-seated value for designing with purpose. I established Principle Design to be able to practice and honour my value of quality design. Our decade long history has resulted in exposure to an array of clients ranging from local not for profits, to global corporations, as well community institutions in health and education and extensive experience within the creative industry. The diversity of our clients allows us to learn, innovate and engage with the complexity of such varied experiences that continue enrich our practice. I value authentic relationships with my clients and continually seek to expand my network of inspiring, genuine and uplifting collaborators. My commitment to align with like-minded, principled organisations is evidenced through my ongoing involvement with Arts Education Victoria where I serve as a board member. I invest time, energy and passion into my clients work to solve their complex communication problems through memorable, considered and lasting design. If you’re doing work that matters, I want to work with you; this is what energises me and fuels my passion for innovation and enacting change through good design. Reach out if you would like to discuss your brand or your ambitions- my door is always open.

Listed skills include Graphic Design, Corporate Identity, Logo Design, Art Direction, and 15 others.