The Sydney-based office will become the fifth post for the group, which already has operations in Paris, Dublin, London and New York. Bryson is one of four shareholders in the Australian venture; TBWA is another investor, while the other two parties remain undisclosed.
Bryson was one of three top executives to vacate the Palace last year, leaving as CEO and chairman following the agency's takeover by WPP.
Bryson was replaced by former Brown Melhuish Fishlock principal Paul Fishlock.
At Brand Architecture, Bryson is joined by Lindsey Evens who was managing director of the agency in New York. The business will concentrate on corporate branding, with a view to working with both agencies and corporate clients.
"The main focus is future," Bryson said. "We are definitely not concentrating on what is. We're focussing more on what if. Not many companies are spending a decent enough amount of time looking at the brand journey -- where will the brand be in the future?
"Even innovation seems to be a forgotten word. We sort of say we'll help a company with it's transformation process."
Ex-Palace chief to run Australia agency start-up
Former head of The Campaign Palace, Reg Bryson, has taken the local helm of a new agency for Australia, Brand Architecture International.