Principals hires former Seven West Media’s Dee Mason and formalises Perth office

Strategic design consultancy Principals has added Senior UX Consultant Dee Mason to its human-centred design studio, AlphaLab and formally opened an office in Western Australia.

Principals AlphaLab works to transform customer experiences by designing new services and business models to build closer relationships between customers and brands. Headed up by Dan Bradley who is based in Perth, since 2020, AlphaLab has serviced clients across Principals’ Sydney, Melbourne and Auckland offices.

Mason joins from Seven West Media where she led the redesign of the publisher’s media platforms, design systems and digital offering. With more than 20 years of design experience, she has held agency and publisher-side roles in both Australia and the UK working for clients including Harrods, Pringles, Dulux and British Airways.

AlphaLab, Director, Dan Bradley, said: “Having Dee join our team of 80 strategists, researchers, writers, designers and technologists working across Australia and New Zealand significantly enhances our ability to create world-class work from here in WA. We’re fast building an agile team in Perth that’s helping business leaders turn strategy into action and drive positive change. Dee will play an integral part in this moving forward.”

Principals is known for its work with clients including NAB, AGL, Officeworks, Australian Red Cross, Transgrid, Network 10, Virgin Australia, Victorian and NSW governments as well as a host of member-based brands including RACV, Australian Super, RACGP and CPA Australia. Additionally, the WA team has recently been engaged in a project for the Western Australian Government.

Mason said: “Working at the intersection of strategy, design and technology is exciting because we can transform services and experiences at scale – yet do it in a human, customer-centred way. I’m looking forward to working with AlphaLab and Principals to apply this approach to new and existing clients.”