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Purcell

Purcell, previously Purcell Miller Tritton, are a top 10 UK architectural practice with offices across the UK, Asia and Australasia. For over six decades they’ve been involved in evolving some of the UK’s most important buildings in heritage consultancy and conservation architecture.

Just because their activities involved heritage and conservation, it doesn’t mean Purcell are traditional. Quite the opposite in fact. However this is what came across in their existing identity. The signifiers were the Trajan typeface referencing traditional stone carved type, and the burgundy colour.

They approached us to create a new brand strategy, brand identity and potentially a new name. With a name like Purcell Miller Tritton that was hardly surprising. It’s terribly hard to say, hard to spell, and abbreviates to PMT. Not something staff were happy about as it happens.

Our brand strategist Amanda went to work. At the heart of the brand strategy was their core proposition ‘Thoughtfully designed evolution’. Three carefully chosen words which summarise their being. This inspired our logo, which references a continuously progressing journey, future opportunities, and of course architecture. This was styled in a modern classic way, to find the right balance for their diverse activities.

We introduced a confident use of their logo on submission documents and proposals, placing it front and centre, so that it overlays and integrates with their client’s projects, shown as photos. They were keen to retain the images of their client projects on the covers of bids and documents, even pre-project, so we recommended making the photos greyscale and overlaying a wash of colour from a designed palette. This became the central part of their visual language, creating consistency with flexibility.

Since rebranding Purcell, the perception of the practice has changed, allowing them to present current work in a more confident design-focused way. As a result the practice has secured significantly bigger projects. This allowed Purcell to work on 23% fewer projects and enter into 43% fewer bids while securing a 29.5% (£3.27m) increase in turnover from £11.09m to £14.36m over two years.

Read more...
  • Brand identity
  • Brand strategy
  • Campaigns
  • Event graphics
  • Literature
  • Powerpoint templates
  • Promotional items
  • Signage
  • Social media
  • Stationery
  • Web design
  • Word templates
  • £3.3m
    increase in turnover
    over 2 years
  • 75%
    bid success rate
  • 18
    offices up from 12
    in 2 years
  • £3.3m
    increase in turnover
    over 2 years
  • 75%
    bid success rate
  • 18
    offices up from 12
    in 2 years

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  • < Back to our work
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