After two-and-a-half years of extensive research and consultations, Plus Architecture has launched a new identity, signifying a major transformation for the 27-year-old international design practice.

Now named Plus Studio, the comprehensive rebrand, executed in collaboration with international creative agency Frost*collective, reflects the firm’s evolution into a global design studio that works on prestigious residential and hotel developments, innovative workplaces, essential public infrastructure including airports and healthcare facilities, alongside masterplans for entire cities and communities.

With 11 studios across Australia and New Zealand and a growing global portfolio, the practice is driving design solutions that address major challenges, integrating sustainability into every solution, and tackling the housing crisis through build-to-rent developments, student housing, and premium apartment living.

Behind Plus Studio’s new brand positioning and identity was an exhaustive research process, which sought insights from over 50 team members and clients in both countries. Built around the idea of ‘Where Creativity Meets Precision’, the brand concept highlights the company's unique ability to thrive in the challenging space between creative vision and project viability, delivering projects that push creative boundaries while still respecting budgets, timelines, and real-world constraints.

The new brand identity also challenges the industry’s traditional ‘starchitect’ model by focussing on collective creativity rather than promoting individual creative genius, and championing talent across disciplines and locations as co-creators. This philosophy is embodied in the distinctive new logo – where the studio name literally comes together to form a single ‘P’, representing the new collaborative approach and visually projecting how the practice brings together different ideas, skills, and perspectives to create singular solutions.

"We needed to inject new meaning into Plus – to go beyond our origins as a name for a joint venture to stand for the way we work and the difference we bring. We have consciously evolved from being seen as an architecture company to a solutions company for the built environment. We believe that the best design comes from collaboration, not individual genius – it's about collective creativity that actually works in the real world," explains Plus Studio Director Ian Briggs.

Plus Studio’s rebrand includes a complete visual identity system, immersive website experience, brand positioning framework, and brand guidelines designed for both verbal, digital and physical applications, also created by Frost*.

Architecture News & Editorial Desk

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