Former Foster director Ken Shuttleworth is to call his new practice 'make' (full trading title Make Places Ltd), a name devised by brand and marketing consultant Wolff Olins.
The practice will operate as a creative studio where profits are shared with the design team, and design credits are given to those who do the work. All company shares will be held in trust for perpetuity for the sole benefit of the employees.
Shuttleworth rejected the idea of using his own name on the grounds that it would cause complications if other members of the team were to emerge as key players.
Although there is no long-term succession plan, the name 'make' is designed to allow for maximum flexibility.
'Make is not just my vision, ' said Shuttleworth. 'It's one shared by a team of dedicated individuals and the brand should reflect this.'