Created for long-time collaborator Eric Yu, the rebrand for Concept Y reflects the practice’s growing ambitions and expanding scope. Black and white provide a refined backdrop for a system informed by structural frameworks, architectural drawings and the geometric character of Melbourne’s historic McPherson’s Building.

Fragments of the Art Deco landmark were abstracted into a supporting graphic that gradually unfolds into the letter Y. This sense of progression became a recurring theme throughout the identity, mirroring the way every project begins as a simple concept before taking physical form.

The Y symbol itself evolves in stages, beginning as an outline and slowly filling with substance, expressing the transformation of ideas into architecture.

www.concepty.com.au