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Why Principle

I opened Principle in Perth to put research before spend, and to keep the work small enough to hold.

Quiet studio corner with a stone table, paper, a brass rule and a tall window

I trained in marketing at Edith Cowan University and have worked since 2010, in-house and in agencies. Shopping centres, wholesale and import, not-for-profit communications, consulting in Perth, and more than a decade in-house, including with IKEA in Perth and nationally. Local marketing, visual merchandising, commercial PR, CRM, transformation communications. The through-line is the same: understand the customer, then decide.

My own rule, written down years ago, still holds. Strategy exists to create new business and growth. Customer perception is a tool you nurture, not a slogan you invent. Research is the base of any marketing plan. The work can be creative. It should still be able to point to the evidence.

Principle is named for the rules I would not drop. Clarity before cleverness. Strategy before spend. Fewer things, done properly. The website is the business, not a brochure. I say no to work that asks me to skip the research, inflate the plan, or promise a ranking I cannot honestly stand behind.

I will not sell packages. I will not write a case study I did not do. I will not fill a room with people you never meet. You write, I reply within two business days, and we talk for half an hour. If the fit is wrong, that is the end of it — cleanly.

Founder

Founder-led. Always.

Flavia Torres is a Perth-based marketer and the founder of Principle. She holds a Bachelor of Communication (Marketing) from Edith Cowan University (2009–2012). Her career began in 2010 — more than fifteen years across in-house and agency work.

That work has included shopping-centre promotion, wholesale and import marketing, not-for-profit communications, and agency consulting in Perth. She spent more than a decade in-house, including with IKEA in Perth and nationally — local marketing, visual merchandising, commercial PR, CRM, and transformation communications.

Public work includes a Perth Is OK × IKEA Perth Instagram campaign, workplace-activation and community partnerships such as the City of Stirling Your Move Cup, and in-store visual merchandising. Her stated method is consistent: strategy to create new business and growth; customer perception as something to nurture; research as the base of any marketing plan; creative, but research-led.

  • Bachelor of Communication (Marketing), Edith Cowan University
  • 15+ years in-house and agency marketing
  • More than a decade in-house, including with IKEA, Perth and national
  • Local marketing, commercial PR, social campaigns, CRM, communications
  • Based in Perth, Western Australia
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Principles

The name is the method. These are the rules we work by.

  1. 01

    Clarity before cleverness

    We would rather be understood than admired. If a line, a layout, or a campaign needs explaining, it is not finished.

  2. 02

    Strategy before spend

    Research first. Then the plan. Money follows the work that the evidence supports — not the other way around.

  3. 03

    Fewer things, done properly

    We take on less so each piece can be finished. A smaller scope, held, beats a larger one that frays.

  4. 04

    Measure what matters

    If it cannot be judged, it is decoration. We report the numbers that change a decision, and we leave the rest.

  5. 05

    The website is the business

    A site is not a brochure. It is where the offer is understood, the enquiry is made, and the work begins.

  6. 06

    Say no to the wrong work

    Not every brief is ours. If we cannot do it properly, or it asks us to pretend, we decline.

Start a conversation

Write a few lines about the work. We reply within two business days. Then a 30-minute conversation — no pitch deck — to see if we are the right studio.

We reply within two business days. Enquiries are handled personally.