JULIE ZUKOF AND RENEE CASCARINA FOUNDED PRINCIPALS ON THE BELIEF THAT SMALL AND NIMBLE TEAMS ARE MORE EFFECTIVE THAN LARGER TEAMS.PRINCIPALS IS A NEW WAY TO WORK THAT PARTNERS COMPANIES WITH PRINCIPAL TALENT. In the quest for the next big idea and breaking through all the touch points from social media to stunts, brands are getting lost, and more importantly losing themselves. Principals focuses on returning to the roots of a brand and design to cause change.WE BEFRIEND AGENCIES AND BRANDS. With a combined 25 years of working for some of the world's largest, recognized brands to some of the smallest, brightest start-ups, Principal's experience reflects a global culture and a diverse market. Principal's passion and focus for fashion, beauty and lifestyle brands, thrives on the challenge and opportunity of bringing some serious strategy and quality design aesthetic to all categories and markets.