The firm was finally becoming shortlisted and gaining the kind of work they wanted when the opportunity arose to design significant work in the Middle East. Their lease was also up. It was time to leave the past behind: new offices, a complete rebrand and, as it turned out, a whole new name. Following deep-dive research, we discovered that a substantial competitive firm with the same name had established in the region.

While a bombshell for the principals, the discovery was a breath of fresh air for the firm. We created a new name, tagline and powerful brand around it: dynamic, forward-thinking, contemporary, communicative. It married the concept of teamwork, the diverse aspects of the firm, the strength of the partnership and the power of their vision for architecture – under one roof.

We interviewed partners, staff, clients and sub-contractors, and let them know that we were rebranding and how vital their input was. The team moved contemporary new office space, incorporating the green colour scheme and circular aspect of the new logo. We held back brand-related finishes to maintain the surprise. The new name was registered, all materials were complete, and plans made for a full launch and supporting event, but all remained under tight secrecy except for the partners.