We Start, Help & Fund Fantastic Businesses

We are a Creative Venture Studio, based in New York City & led by industry veterans.

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Client & Partners

We help entrepreneurs & corporations create category defining products around the world.


Our services include concept development, idea generation, experience design, interaction design, systems design, education, workshops and more.

Our global network of bright technical minds, entrepreneurs, scientists, creatives & operational experts allow us to solve even the most challenging design projects.


First Principle was founded by Thomas Petersen who previously led design across multiple product teams at Square for almost five years. During that time, he developed some of the core products and services that exist there today, taking it from start-up through an incredibly successful IPO.

Thomas has worked with hundreds of different organizations spanning from large Fortune 500 companies to early stage startups. Thomas co-founded Hello Group in 2006 which was sold to NOA Group in 2018 and spent some time with the internationally acclaimed 80/20 before they were acquired by Square in 2012


190 North 10th St #202
Brooklyn, NY 11211


+1 347 226 8784