Rebranding Kong, an architectural and interior design practice based in Sydney and Hong Kong, required a brand that felt curious, striking, and rare. Drawing inspiration from the regions’ harbours and heritage, the new identity needed to resonate across Australian and Asian markets.

The result was a distinctive brand centred on the black cockatoo — a metaphor for beauty, rarity, and craftsmanship. The question “Why the black cockatoo?” became an invitation to share Kong’s story: creating elegant, detailed “nests” wherever they go.

Through close collaboration with Founder & Creative Director Darren Kong, Thursday discovered his love for natural and man-made design. Capturing Milly, a rare Australian black cockatoo, through photography and film, became the perfect expression of the practice’s spirit.