COLORADO SPRINGS, CO: SSPR has rebranded as Next PR, a break from the identity created by the firm’s founder, Steve Simon, who launched the agency in 1978.
The name change went into effect on Tuesday with a new website, logo and color scheme.
The rebranding work was mostly done in-house, and it cost the shop about $100,000, said an agency spokesperson.
The firm was initially called S&S PR. After Simon passed away in 2015 and CEO Heather Kelly entered into a partnership with his estate that year, the firm adjusted the brand to SSPR.
Another rebranding had been on Kelly’s mind for some time, but she resisted because of her professional relationship with Simon.
“This was obviously a decision that needed to be made, but it was challenging for me,” she said. “He was my mentor and taught me everything about the industry.”
However, as the business and the agency changed, Kelly realized the old brand was not communicating anything about the firm other than who its founder was, so she started thinking about a new name in earnest last year after becoming its full owner. The tipping point was a conversation with a stranger who asked Kelly what the branding meant.
“I had an aha moment and realized, ‘OK, we really have to do a rebrand,’” she said.
The word “next” reflects the firm’s agility and hustle, which Kelly said has been on display as it helps clients manage during the COVID-19 pandemic.
“We want to be true partners with clients for whatever is coming next,” she explained. “If 2020 doesn’t tell us all about how we can deal with uncertainty, nothing will.”