According to London Post managing director Dave Thompson, the TV Set Group subsidiary is set to focus more on short-form projects such as promos for Five and Discovery. Current long-form credits include Tiger Aspect's Men in White and Car Bootyfor Leopard Films.
The TV Set Group comprises Newman Street-based Arena P3 And TV Set and London Post in Dean Street.
Sister company Arena P3 had been competing for long-form and documentary work over the past 18 months, which, Thompson said, had left clients unsure of the difference between the two companies.
Newly branded Concrete is also planning to buy a Quantel eQ system for HD editing.
The rebrand coincides with a £500,000 investment which has been spent on installing a new graphics arm and refurbishing Concrete's Dean Street premises.
Concrete Design will function as a standalone outfit pitching purely for graphics work and will be staffed by a three-strong team fronted by ex-Code creative director Chris Jennings. It will feature two Smoke HD suites equipped with Flint, XSI 3D, After Effects and Photoshop for title sequence and promo jobs.