Partners + Napier Rebrands to Napier in Rochester

The advertising agency simplifies its operations and updates its visual identity after twenty-two years.

Updated on Oct. 26, 2026 in Business Strategy

Architectural detail of an industrial red brick wall with sharp geometric shadows, captured at golden hour in an urban setting. — The Rochester-based advertising agency Partners + Napier has rebranded to Napier, streamlining its operations after twenty-two years under the former name. AI Illustration. Upload story photo >

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The Rochester-based agency Partners + Napier has officially rebranded to Napier. This change concludes a twenty-two-year history under the former name.

Why it matters

The firm rebranded to project a more confident identity and to move away from a name that the founder felt resembled a law firm. This transition coincides with a streamlined operational structure designed to clarify the agency's market offering.

The agency has consolidated its business structure from six distinct capabilities down to three core disciplines: strategy, creative, and production. This transition follows a twenty-two-year period of operation under the Partners + Napier brand.

The players

Napier

This advertising agency is a subsidiary of Project Worldwide with headquarters located in Rochester, New York.

Sean O'Brien

He is a creative professional from SLWNSTDY who consulted on the agency's recent name change and identity update.

Project Worldwide

This global company serves as the parent organization for the Rochester-based agency Napier.

The details

The agency is a subsidiary of Project Worldwide and maintains offices in Rochester, Boston, and New York. To facilitate this transformation, the firm collaborated with Sean O'Brien of SLWNSTDY to update its mission and visual identity.

The agency began operating as Partners + Napier in 2004.
The firm officially rebranded to Napier in October 2026.

Market Landscape

This move signals a trend toward leaner, more focused agency models within the broader advertising industry. By shedding complexity, the agency aims to sharpen its competitive positioning against larger, multi-faceted national networks.

While the name change and internal restructuring may shift how the firm approaches new projects, the transition is not expected to disrupt current client services. Local businesses and partners in the Rochester area should expect continued operations from the same office locations.

The takeaway

Simplifying a brand identity can help companies appear more modern and focused to their target clients. Businesses often utilize rebrands as a strategic tool to signal a significant shift in operational philosophy.