Information

Studio portrait, Rebel Heart, State Library of Victoria, photography by Will Neill.

  • Profile

    U-P is an interdisciplinary design practice specialising in creative direction. Since 2010, U-P have partnered with organisations across all sectors, using design as a means to help articulate their place within contemporary culture. Our work is grounded in research and strategic thinking, with a strong emphasis on the craft of design and a critical curiosity towards how emerging technologies shape new forms of expression. Working across multiple disciplines and formats, U-P has a particular interest in how ideas can be experienced spatially through the integration of digital, physical and graphic systems.

  • Clients

    Aesop, Arts Centre Melbourne, AsiaLink, Broached Commissions, Bundanon, Chunky Move City of Melbourne, Criteria, Edition Office, Festival of Dangerous Ideas, Kloke, Mane, Monash Art Design and Architecture, Molonglo, National Gallery of Victoria, PHOTO Australia, Pidapipo, Powerhouse, Ultimo, PSLab, RMIT Design Hub, State Library Victoria, The New York Times, The University of, Melbourne, UCCA Center for Contemporary Art, URO Publishing, Yirramboi

  • Services

    Creative direction

    Tone of voice

    Brand strategy
    Exhibition design
    Digital design
    Digital development
    Campaigns
    Publication design

  • Contact

    We partner with those who see design as a tool for shaping environments, ideas, and the way we engage with culture. If you have a project in mind, or would like to see more detailed case studies and learn more about our practice, please get in touch with one of our directors.

    Directors
    Paul Marcus Fuog
    p@u-p.co

    Uriah Gray
    u@u-p.co

    Address
    2B Creek Parade
    Northcote, VIC 3070
    Australia

    General Enquiries
    mail@u-p.co

    Instagram
    @u____p

News

  • HERE x MDW: Narrative Forms,

    As part of Melbourne Design Week’s Here talk series, Paul responded to the theme of Australian Place through a discussion on exhibition design, titled Narrative Forms. Drawing on recent projects, particularly for State Library Victoria, the talk explored how exhibitions create the conditions for audiences to engage deeply with stories and learn through experience. It reflected on U-P’s growing body of exhibition work and its role in giving shape to Australian narratives.

  • Make Believe,

    U-P is pleased to share that Make Believe, an exhibition at State Library Victoria, was awarded Winner, Large Project of the Year at the Victorian Museums and Galleries Awards.

    U-P served as graphic designers and art directors for the exhibition, which explored the power and impact of misinformation through collection material, contemporary artworks and immersive media.

    Collaborators: Curators Georgia Goud and Linda Short, and designer Peter King.

  • Rebel Heart,

    U-P were designers for Rebel Heart, an exhibition at State Library Victoria exploring how love is expressed, recorded and remembered over time. Drawing from the Library’s collection, the exhibition brings together letters, poems and songs spanning 170 years. These intimate declarations are translated into a visual language that allows audiences to engage with the richness of the material, while positioning it in relation to contemporary culture. A series of small screens extends this, presenting modern-day love letters through a collection of direct messages sent to and received by State Library Victoria. Rebel Heart positions love not as sentiment alone, but as a generative force, shaping identity, sustaining connection and driving cultural expression. Collaborators: Curators – Georgia Goud, Georgia Knight and Isabel Baker with Angela Bailey. Producer – Maree 幸 Williams. Design – Studio Peter King and Melanie Huang.

    STATE LIBRARY VICTORIA
    12 February 2026 – 27 January 2027

  • Yirramboi,

    U-P are proud to be design partners for YIRRAMBOI, Australia’s premier First Nations arts festival.
    ‘Deeply rooted in purpose, YIRRAMBOI platforms expressions of culture, identity, unity and truth through evolutionary and experimental practices, breaking away from preconceived ideas of First Nations ‘art’. YIRRAMBOI provides a stage for First Nations voices to be heard, for stories to reverberate through generations, to drive change and create a future where First Peoples are rightly celebrated’.- Statement from Co-leads, Sherene Stewart (Taungurung/Filipino) and J-Maine Beezley (Wakka Wakka/Kabi Kabi)

    YIRRAMBOI 1-11 MAY 2025
    More info (yirramboi.com.au)

  • Future Ambition,

    As part of Future Ambition at Craft Victoria, U-P designed an installation for Other Matter featuring OM Signage Film. OM Signage Film is a new material innovation for temporary display environments. Made in Melbourne from algae-derived polymers and locally sourced mineral pigments, OM Signage Film is entirely non-petrochemical.

    Future Ambition showcases ambitious and innovative works by artists and makers exploring new pathways forward, generating both creative and conscious art and design, with the hope for a better tomorrow.

    CRAFT VICTORIA
    May 9, 2025, 11:00 AM — June 21, 2025, 4:00 PM

  • The Designers Institute,

    Paul was invited by the Design Institute of New Zealand to present at Auckland Art Gallery. The talk explored the studio's ongoing approach to creating work through the interplay of opposing states, focusing on a series of spectrums: amateur–professional, familiar–unfamiliar, ordinary–extraordinary, past–future, and physical–digital. Through this lens, the talk examined how U-P uses these tensions to uncover relationships between things that might initially appear disconnected. Drawing from both commercial and autonomous projects, the talk reflected on the studio's continuing inquiry into making connections between people, ideas and time.

  • The Design Conference,

    U-P were invited to speak at The Design Conference in Brisbane in 2022. Bringing together a selection of projects, research and autonomous work, the presentation explored themes that continue to shape the studio's practice, including material intelligence, human-computer collaboration, authorship and the relationship between digital and physical environments. Interwoven with texts from artists, philosophers, technologists and writers, the talk reflected on how our work is shaped by the thinking that precedes us.