August 2025 – Plus Studio has announced the completion of a comprehensive rebrand in collaboration with international creative agency Frost*collective, marking a pivotal evolution for the 27-year-old international design practice.
The rebrand sees Plus Architecture evolve to Plus Studio, reflecting the company’s transformation into a global design powerhouse that creates some of the world’s most desirable residential and hotel developments, innovative workplaces, essential public infrastructure including airports and healthcare facilities, alongside masterplans for entire cities and communities.
With 11 studios spanning Australia and New Zealand and projects worldwide, Plus Studio is driving meaningful impact – shifting the dial on health and wellness, integrating sustainability into every solution, and tackling the housing crisis through build-to-rent developments, student housing, and premium apartment living.
Plus has partnered with Frost* for over two-and-a-half years to develop its new brand positioning and identity, the result of extensive research, which included interviews with over 50 team members and clients in both countries.
The re-brand is centred around the idea of “Where Creativity Meets Precision.” This concept highlights the company’s unique ability to thrive in the challenging space between creative vision and project viability. It draws on the insight that clients value Plus’ ability to deliver projects that push creative boundaries while still respecting budgets, timelines, and real-world constraints.
Central to the new identity is the concept of unity through diversity – a philosophy that challenges architecture’s traditional “starchitect” model. Rather than centring on individual creative genius, Plus Studio champions collective talent across disciplines and locations, seeing themselves as co-creators who act as one to achieve greater synergy and better outcomes without letting egos get in the way. The distinctive new logo – where the studio name literally comes together to form a single “P” – embodies this collaborative approach and serves as a visual metaphor for how the practice brings together different ideas, skills, and perspectives to create singular solutions.
Frost*collective’s Head of Place, Cat Burgess says “In a sector where peers lean heavily on design credentials, Plus Studio now signals both imagination and flawless delivery, a rare “one-two punch” that resonates with clients across sectors. Plus Studio ensures that ideas dreamt up in the dark of night, stack up in the light of day.”
The shift from “Plus Architecture” to “Plus Studio” signals this evolution beyond traditional practice boundaries, while leveraging nearly three decades of built equity in the Plus name. The rebrand positions the studio to continue to attract clients seeking imaginative solutions that can be successfully realised across diverse project types and scales.
The new brand is accompanied by 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*.
Explore the new brand at Plus Studio’s refreshed website – plusstudio.co – showcasing the studio’s latest projects, team insights, and design philosophy.
