UK-based technology consultancy Elemental Concept has acquired Purple Shirt, a design and innovation consultancy headquartered in New Zealand. The acquisition, which was finalized in July 2025, is intended to create a comprehensive service line that merges experience design with technology delivery.
The move combines Purple Shirt’s focus on user experience (UX), customer experience (CX), and employee experience (EX) design with Elemental Concept’s capabilities in technology strategy, software development and cybersecurity. The stated goal is to provide clients with a single partner to guide projects from initial concept and strategy through to technical build, launch and scaling.
According to the announcement, Purple Shirt, which was founded in 2011, will continue to operate as an independent brand. As part of the integration, the companies plan to establish a local engineering team in New Zealand, supported by Elemental Concept’s global consulting staff. This acquisition also serves to expand Elemental Concept’s presence in the Australia and New Zealand markets.
"Joining Elemental Concept means we can offer our clients end-to-end capability, from strategy and design through to build, launch, and scale," said Steve Alexander, Founder of Purple Shirt.
Bimal Shah, CEO and Founder of Elemental Concept, commented on the strategic fit between the two firms. “Everything about Purple Shirt joining the Elemental Concept family feels right,” Shah stated. “We’re looking forward to bringing their outstanding services to our existing and future clients around the world.”
This acquisition reflects a broader trend in the consulting industry, where technology implementation firms are increasingly buying creative and strategic design agencies to offer more holistic digital transformation services to clients.
SOURCE: Elemental Concepts
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