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.
The language-driven brand identity we created personifies Ed. – who acts as a friendly guide for people visiting the centre.
The visual identity complements the welcoming tone of voice. It’s typography based, using vibrant photography and minimal illustrations to communicate the bright and bubbly personality of Ed. Square and punch hard with retail messaging.