ALLYSON LACK is a partner and co-founder of Principle. She graduated with a business degree in Marketing from the University of Maryland but soon thereafter, with design as her true calling, headed to Atlanta to attend graduate school at 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 Print, AIGA, Commarts, HOW Design and the New York Type Directors Club.

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.

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 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.

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.

DANIEL CARDOZA is a graphic designer at Principle. He graduated with a BFA in Graphic Design from the University of Houston in 2016 and began his career at OAK Interactive. After his immersion into Houston's creative industry, he went on to hone his craft and knowledge of both design and strategy at the brand experience firm, BrandExtract. Daniel brings an affinity for systemic branding, kinetic motion and empathy-centric design.

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 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.

PAULINA PAPKE is a graphic designer at Principle. She graduated from the University of Houston with a BFA in Graphic Design and began her career with 5+8. There, she spent four years gaining knowledge of both brand design and advertising before working independently and developing her passion and skill for illustration and lettering.

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.

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.