A new urban shopping destination

Ed Square

Services

Brand Strategy

Brand Identity

Print Design

Sector

Branding

Website

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Background

Ed Square is the retail precinct within the new Edmondson Park community. While the Edmondson Park brand already existed, Frasers Property wanted a fresh new identity that encapsulated the fun, family-friendly nature of the retail precinct.

Objective

The language-driven brand identity we created personifies Ed. – who acts as a friendly guide for people visiting the centre.

Campaign

The centre's urban positioning and striking black facade inspired the visual identity and its strong typographic approach. Being a family-friendly retail hub revolving around everyday convenience, the Ed.Square tone of voice is equal parts welcoming and bubbly while punching hard with retail messaging. The use of vibrant photography and minimal illustrations complement the identity's single-minded approach.

Results

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Bringing a growth mindset to an established educator

AIM

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