We’re thrilled to announce that Purple Shirt, a leading UX, CX and EX design and innovation consultancy based in New Zealand, is now part of the Elemental Concept family.
The acquisition marks a shared commitment to creating a place where strategy, design, and technology come together seamlessly to solve real business problems.
By combining Purple Shirt’s deep expertise in human-centred design and innovation with Elemental Concept’s global technology delivery capabilities, we can offer clients something truly powerful: the ability to take an idea from vision to reality, all under one roof.
Founded in 2011, Purple Shirt has become a trusted partner to private and public sector organisations alike, thanks to its strategic design thinking and science-backed approach to innovation and problem solving. As part of Elemental Concept, Purple Shirt will continue to operate independently under its own brand. Together, we’ll build a local engineering capability in New Zealand, backed by our global team of technology consultants.
This partnership strengthens our mission to help more organisations believe in behaving differently and unlocking their potential through technology. Whether it’s strategy, design, development, or launch, we now offer a truly end-to-end approach to creating technology products and services that make a difference.
Importantly, this move also expands our footprint across Australia and New Zealand, bringing our blend of strategy and delivery closer to clients in the region.
“Everything about Purple Shirt joining the Elemental Concept family feels right”, said Bimal Shah, CEO and Founder of Elemental Concept. “Their commitment to doing the right thing for their customers and team, whilst consistently delivering exceptional quality work, is something we deeply admire and will continue to learn from. We’re looking forward to bringing their outstanding services to our existing and future clients around the world.”
Steve Alexander, Founder of Purple Shirt, shared:
“Joining Elemental Concept means we can offer our clients end-to-end capability, from strategy and design through to build, launch, and scale. This is an exciting next chapter for our team and a chance to bring our expertise to a global audience.”
The acquisition was completed in July 2025. Both companies will continue to operate in their respective markets while actively collaborating on shared projects. By combining Purple Shirt’s expertise in strategy, customer experience and user experience with Elemental Concept’s strengths in technology strategy, software development, platform engineering and cybersecurity, we can offer clients a complete end-to-end capability.
At Elemental Concept, we believe in behaving differently, helping clients reimagine how business problems can be solved through technology. That’s why this acquisition is such a natural fit. Together, we’re ready to help more people intentionally use technology to build and scale brilliant businesses.
