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We are an innovation consultancy and platform for ideas that matter. From creating new brands to innovating new businesses to designing new experiences, we put strong ideas at the center. It’s our idea principle. 

Find out more: fiona@ideaprinciple.com


Fiona Atzler is an experienced brand and innovation leader and draws on 20+ years of experience creating transformational change for legacies, such as Nike, Nestle, Johnson & Johnson, IBM and Smirnoff, as well as start ups. She has held leadership roles at Johnson & Johnson’s Design Group, Landor, Ogilvy and at leading innovation firms. As an entrepreneur, she invented a patentable kids fashion label and innovated experiences at the intersection of technology and lifestyle. She has been a guest speaker at various conference and on podcasts.