David Kimpton, creative director at Kimpton Creative, says the rebrand was instigated because the practice had been diversifying into new-build work, away from its previous specialism of heritage consultancy.
He adds, ‘The also had an issue with their name, which abbreviates to PMT. Staff and clients found this awkward.’
Kimpton Creative worked with strategic consultant Amanda Manor to develop a new name and positioning for the practice.
The name was shortened to Purcell, which Kimpton says ‘is a name that sounds like it has status’. As all the founding partners are dead there wasn’t an issue with picking just one of the names.
Kimpton Creative developed an identity based on a series of doorways, which Kimpton says, ‘represents a progressive journey of opportunities’.
The identity can be used on submission documents, placed on photos of client projects. Kimpton says that as many of these photographs are of pre-completion projects, the consultancy recommended using a series of coloured overlays to provide a consistent style.