Principals is a strategic design brand founded by award-winning wellness strategy guru, researcher, and innovator, Julie Zukof. With a wealth of experience working with prestigious agencies, Julie brings her expertise to consulting agency partners and brands. Principals leverages lean teams to connect your company with top-tier talent.

Julie's distinctive style is informed by her diverse cultural travels and her background in growing companies. She has successfully created groundbreaking solutions for start-ups, new products, and global Fortune 500 brands. Julie's passion for entrepreneurship is evident in her work with small companies that have gone on to become industry leaders.

With her unique blend of creativity and business strategy prowess, Julie plays a vital role in driving her clients' success. Principals boasts an impressive portfolio of accomplishments. They have led various strategic initiatives, such as the visual architecture strategy for Target's private label grocery Good & Gather and the brand strategy of the revival of Asbury Park.

They have also provided innovation research for Wrigley Gum, conducted product development for Illy x Coca Cola, and designed brand strategy and architecture for Four Seasons and Canadamark's new business model. Additionally, Principals has served as the brand director of Humboldt Brothers, a cannabis company, overseeing the integrated strategy for the brand. Stay up-to-date with the latest news and updates from Principals by signing up for their newsletter