Creating family chemistry in a retail environment

Ed.Square Town Centre is the retail precinct within the new Edmondson Park community. While the Ed.Square brand already existed, Frasers Property wanted an identity that captured the vibrancy, fun and family-friendly nature of the precinct.

Personifying ‘Ed.’ as the foundation for the launch comms platform built intrigue while launching the offerings of the Town Centre precinct.

The bold use of typography and colour blocking allowed the identity to seamlessly flow between environmental and digital applications, providing support for retailers entering the new precinct setting.