Principals was founded by Wellness Strategy Guru, Researcher, and Innovator, JULIE ZUKOF.  Previously working with prestigious agencies, Julie brings her expertise to consulting both agency partners and brands and leverages lean teams to partner your company with principal talent.  

Julie's unique style is influenced by her distinctive experience in growing companies and diverse cultural travels .  Her background has enabled the creation of groundbreaking solutions for start-ups, new products and global Fortune 500 brands.  Her passion for entrepreneurship is acutely represented in consulting small companies who have grown to become leaders.  Julie's creativity combined with her business strategy prowess play key roles in driving her Client's success. 


  • Served as the Brand Director of Humboldt Brothers, a new cannabis company from California, managing the integrated strategy for the brand, vendor procurement, innovation, budgets, partnership strategy, marketing plans and social media

  • Led the strategy for the bottle re-brand and hierarchy study for Baileys Non-Dairy redesign

  • Led the Visual Architecture Strategy recommendation for Target’s private label grocery packaging launching 2020

  • Led the Strategy for Target’s Multi-cultural Marketing Plans, Partnerships and Approach

  • Repositioned DSW, creating the brand book and strategy

  • Innovation Research for Wrigley Gum designing research guides, conducting interviews & analysis

  • Naming, research, and business model for Disney Theme Parks’ new MyMagic+

  • Product development for Illy x Coca Cola

  • Brand strategy architecture for Four Seasons

  • Brand strategy and architecture for Canadamark’s new business model launching 2020