Newcastle-based chartered surveyor Storey Sons and Parker is to shake off its ‘stuffy’ image this week with a refreshed identity created by Turnbull Ripley.
The consultancy, appointed to the five-figure brief last Christmas, has renamed the company as StoreysSSP and provided it with a more contemporary logo, style guide, signage, corporate literature and website.
The move comes as the company, which claims to be the leading chartered surveyor in the North of England, seeks to align its branding with a recent culture-change drive.
The company has introduced initiatives such as personal development programmes, reward systems and cross-fertilisation of ideas, but its image has failed to play catch-up with the firm’s new culture, claims director Bill Lynn.
‘The culture change has been a success, but our image still comes across as being conservative. We want to get the message across that we are a dynamic company.’
Turnbull Ripley managing director Mark Turnbull says the name change reflected staff perception of the company.
‘We did research across all Storey Sons and Parker’s offices and the way the staff referred to the firm bore no relation to what the company is called,’ he says.