Principle is a nationally recognized branding boutique headquartered in Houston, Texas.

  • Allyson Lack Close Bio
    Founder, Creative Director
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    ALLYSON LACK is a partner and co-founder of Principle. She holds a business degree in Marketing from the University of Maryland, as well as graduate studies in Graphic Design from Portfolio Center. With meaningful stints at Houston’s Rigsby Design and later as Senior Designer for Rutka Weadock in Baltimore, Ally honed her talents for rich typography and masterful production. Before forming Principle, Ally ran her own one-woman studio where she made a name for herself with exceptional work for museums, art schools and cultural institutions. Her work has been featured in BrandNew, Print, AIGA, Commarts, HOW Design and the New York Type Directors Club. She serves as an advisory board member for the Houston Chapter.

  • Ina Riley Close Bio
    Business Director
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    INA RILEY is a senior strategist for Principle.
    She holds a BBA in International Business and Marketing from the University of Texas at Austin. After spending several years at Interbrand New York, and freelancing for Lippincott, CBX, BrandStuff, Interbrand San Francisco and others in between, Ina is now based in Houston. She has extensive expertise in developing integrated branding, verbal and creative strategies for high-profile consumer and corporate clients, as well as guiding projects and teams in naming, messaging, architecture and brand positioning initiatives.

  • Erin O'Connor Close Bio
    Writing Director
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    ERIN O’CONNOR is the writer and content architect at Principle. She graduated with a BA in Journalism from the University of Georgia, sharpened her pencil at the Portfolio Center in Atlanta, then brought her talents west to Texas—first to The Richards Group in Dallas, then to a small strategy, ad and production shop in Austin. While she specializes in the wordier aspects of a project, Erin is fluent in the language of design, bringing graphic savvy and a keen eye for detail to every collaboration.

  • Carissa Hempton Close Bio
    Design Director
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    CARISSA HEMPTON is a design director at Principle. A graduate of University of Houston, Carissa has honed her design craft as both a practitioner and business owner, collaborating and creating work for clients such as Contemporary Arts Museum Houston, University of Houston School of Art, DiverseWorks, LA Promise Fund/ArtsMatter, Civic Nation, Project Row Houses, and the Cynthia Woods Mitchell Center for the Arts. She is an active member of AIGA and serves as an advisory board member for the Houston Chapter.

  • Elizabeth Kelley Close Bio
    Design Director
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    ELIZABETH KELLEY is the Digital Lead and Senior Designer at Principle. After graduating from Furman University with a BA in Studio Art and Philosophy she completed the graduate design program at Portfolio Center in Atlanta, GA. Before joining Principle, Elizabeth spent several years at Carbone Smolan Agency in New York where she learned to apply her classical print design training to a digital space.

  • Jourdin Hendrix Close Bio
    Account Manager
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    JOURDIN HENDRIX is the account manager at Principle. She graduated with a BBA from Texas A&M University where she learned
    how to marry her thirst for creativity and her analytical and strategic abilities in the discipline of Marketing. After graduating, Jourdin spent three years with TBWA\Chiat\Day working on traditional and direct marketing initiatives for Nissan North America, followed by five years at a boutique branding in Dallas helping local and regional brands tell their stories.

  • Jackson Mahlke Close Bio
    Senior Graphic Designer
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    JACKSON MAHLKE is a graphic designer at Principle. He graduated with a BFA in Advertising and Graphic Design from Sam Houston State University, then headed to Hawkeye in Houston to begin his career in branding. Jackson brings to Principle his considerable talents in illustration, iconography, and identity design.

  • Drake Preston Close Bio
    Senior Graphic Designer
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    DRAKE PRESTON is a graphic designer at Principle. After graduating from Sam Houston State University with a BFA in Graphic Design, he began his career at NUU Group in Houston. Drake spent 2 years honing his abilities, developing strategy and design for an array of identity systems. Drake brings his passion for typography, tactility, and experience-driven design.

  • Taylor Tokarz Close Bio
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    TAYLOR TOKARZ is a writer at Principle. She graduated from the University of Georgia with a healthy love of football and a BA in advertising. After starting her career at VML, she made her way to Austin where she wordsmithed at McGarrah Jessee. She’s partial to a pun and enjoys illustrating, collaborating with designers, and finding the best way to articulate a brand’s story.

  • Ceci Castellanos Close Bio
    Graphic Designer
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    CECI CASTELLANOS is a graphic designer at Principle. She graduated with a BFA in Graphic Communications from the University of Houston. She began her career as a designer at NUU Group, where she learned valuable skills in brand identity, photography, and editorial design. Through exploration, challenges, and experimentation, Ceci develops design solutions with style and purpose.

  • Katherine Aclin Close Bio
    Junior Designer
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    KATHERINE ACLIN is a junior designer at Principle. A recent grad of Sam Houston State, Katherine brings her passion for typography and identity design, as well as a natural penchant for illustration.

  • Pamela Zuccker Close Bio
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    PAMELA ZUCCKER is a co-founder of Principle. Pamela graduated with a BFA from the University of Michigan and continued her design studies at the Portfolio Center in Atlanta. She began her career at Rigsby Design in Houston, working with clients such as Dell and International Paper where her responsibilities ranged from conceptual development to design to highly-crafted production. Prior to establishing Principle in 2005, Pamela ran her own design office, landing national accounts that encompassed everything from book design to advertising. Outside the office, she serves as a portfolio advisor to senior design students, has juried international design competitions and is a past board member of the AIGA Houston.

Want to join our growing team? Check out our open positions here.

From small niche brands to Fortune 100s, what our clients hold in common is an appreciation for engaging concepts, inspiring design and forward-thinking collaboration.

1751 Sea + Bar
Adair Concepts
Archway Academy
Baba Yega
Bella Cucina
Black Walnut Cafe
Brighter Bites
Burger Libre
Cake & Bacon
Chandos Interiors
Chronicle Books
Courtney Hill Interiors
DePelchin Children’s Center
Element Markets
Eloise Nichols Grill & Liquors
Emanu El Congregation
Evelyn’s Park Conservancy
Fire & Field
Found for the Home
Goode Company Restaurants
Goode Company Armadillo Palace
Goode Company Barbeque
Goode Company Events
Goode Company | Goode Bird
Goode Company Grocers
Goode Company Kitchen & Cantina
Goode Company Seafood
Goode Company Taqueria
Goode Company | Yonderlust
Hampton Lane Collection
Hotel Amparo
Houston Zoo
Julie Soefer Photography
Kensinger Donnelly
Lovett & InTown Homes
Maryland Institute College Of Art
Marie Flanigan Interiors

Microsoft Corporation
Milieu Magazine
National Building Museum
Nichole Sloan Photography
Paddywax Candles
Peace Love Dogs
Perrin Projects
Platform Group
Precision Drilling
Progressive Insurance
Rice Village
Rice Management Company
Rockport Publishers
Ryan Street Architects
Social Fabric Collective
Studio Communications
Terry Vine Photography
Texan Bank
Texas Children’s Hospital
Texas Center for Cosmetic Dentistry
Tiny’s Milk & Cookies
The Classic
Theatre Under The Stars (TUTS)
Thompson + Hanson
The Walters Art Museum
Wing Aviation
The Woodhouse Spas Corporation
Undies for Everyone
UT Nourish
UT Physicians
Weingarten Art Group
Zanti Cucina Italiana
Zadok Jewelers

Whether we’re jurying an awards show or accepting kudos of our own, we believe good design should always be celebrated.

Print Magazine
Communication Arts
HOW Magazine
Graphic Design USA
GD USA Web Design
Art of the Menu
SAPPI Ideas That Matter
Neenah UNshow
ADDY Awards
Vizual (Commarts)
HOUSTON Magazine
Type Directors Club
Houston Chronicle
The Dieline
Neenah Paperworks
The Texas Show
AIGA Houston
Mohawk Felt & Wire
AIGA Cased

BrandNew Conference Speaker
The ONE Show
AIGA “Next” Conference
AIGA 365 Competition
Art Director’s Club (Washington)
Communication Arts
AIGA SEED Awards (South)
University of Maryland Design Week
Portfolio Center Speaker
AIGA Houston

Women of Design (How Books)
Design Matters (Rockport Publishers)
Typography Referenced (Rockport Publishers)
Letterhead & Logo Design (Rockport Publishers)

Idyllic Austin immersion session kicking off an incredible new branding project, blessed with gorgeous weather for an outdoor product we can’t wait to use ourselves. ...

A bucket list brand development project begins this week for what might be described as culinary artistry meets ice cream. Other-worldly flavors dreamt up by the talents behind @craftcreameryhtx have us abuzz with excitement. ...

Straight out of the Masters program @furman_strategic_design / @theportfoliocenter, Melanie Rankin joins our Digital Design squad and we couldn’t be happier to have her as a part of our growing team.‪ ‬ ...

We’re starting the year by bringing the story of fresh-grown food to fruition. Since 2009, @farmhousedelivery has worked directly with Texas farmers, ranchers, and restaurants to deliver ethically sourced produce, products, and meats straight to customers’ doorsteps. And we can’t help but joyfully partake in their offerings — in the name of research, of course. ...

Big #milestone in the #brandidentity project for the @houstonzoo ! An exciting day for all that have been involved on this journey. 💚 #installation #hou #houston #typography #identitydesign #houstondesign #texasdesign ...

It’s been a stranger year than most. One in which so many of us have had to distance ourselves from those we love, while still finding ways to feel close. In working with @goodecompanybbq and prepping for the holiday season, we were struck by their grit and good spirit, appetite for optimism, and excitement for all that's ahead. So here’s to a spirited season. We hope yours is filled with gratitude, time together, and plenty of pecan pie. ...

We’re heads down in a #packagingdesign project with #inspo derived from a passion for botanicals when @mohawkpaper’s “flower” green stock emerged as both the perfect shade and a #sustainable choice given the root inspiration. #wip #comingsoon #houstondesign #texasdesign ...

Hot birds. Sweet tea. Sweeter weekend. Proud to have helped @goodebird take flight — and even more satisfied by every plucky plate we order up. #happyweekend ...

How to architect an architect? In the website design for @RyanStreetArchitects, we wanted their work (which speaks for itself) to be as celebrated and prominent as possible. To immerse the viewer in their dynamic portfolio, each project page offers three ways to explore their spaces: a meandering scroll, a bird’s-eye gallery, and a simple side-scroll with gorgeous wall-to-wall photography. Site dev: @kudosnyc ...