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 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.