Formerly known as Global South, McP distils years of experience and expertise in city strategy and urban design into a practice that is more incisive and responsive than its former incarnation. Our brand strategy centres on this ambition to be more personalised - conceiving a graphic language that can be as flexible and perceptive as the work itself.

Drawing inspiration from figure-ground drawings, a series of reconfigurable shapes allow brand assets to be tailored for each project, providing them with the own unique personality beneath the umbrella of a unified practice identity. When animated, these shapes become evocative of the design process itself – tracing the page, morphing, scaling, skewing, as if they are in search of the ideal solution.

In a final nod to the working process, our tripartite colour palette leans on Post-it, borrowing its best hues, Blue Paradise, Sunnyside, and Lucky Green.

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