Fed Square looks to its architecture in new branding from Interbrand
Melbourne’s Fed Square has revealed its new brand positioning, taking inspiration from the architecture of the square in the creative concept driving the brand, ‘Anything but square’, and promising visitors a ‘Kaleidoscope of Experiences’.
The new direction for the brand follows two years of work with Omnicom’s Interbrand and support from a Victorian Government review.
Illustrator Tanya Cooper has created a variety of mixed-media branded collage works to launch with the brand positioning, and Never Sit Still is behind motion and indent work that will appear across Fed Square’s digital platforms and screens on-site.
“Our new identity has been developed based on insights gathered about how the community perceives Fed Square, how it uses Fed Square, and how it wants to be served by Fed Square,” said acting CEO of Fed Square, Suzana Bishop.
“Working with Interbrand to realise how this would be expressed visually has been a great process and we’re exceptionally happy with our new look. Fed Square has a cultural importance for Melburnians and is a meaningful destination for visitors to the city.
“Being ‘Anything But Square’ is our promise to the community – Fed Square will provide a vibrant, ongoing tapestry of event programming and a kaleidoscope of experiences. It’s our flag in the ground and part of Fed Square’s ambition to redefine what it means to be a world-class urban civic and cultural precinct.”
Interbrand Australia creative lead, Alex Creamer, said: “The new identity has been built to double down on the different by embracing the quirks and culture of Fed Square over the decades.
“We introduced the ‘Dynamic Square’—inspired by the infamous glass building facades—as a way of symbolising the creative idea of ‘Anything But Square’. It’s an adaptive and flexible platform, designed so the Square’s community and experiences alike can express themselves in all their splendour.”
As part of its Fed Summer campaign, Fed Square is bringing its new brand to life with the ‘Fed Oasis’ relaxation zones spread throughout the site with grass, beanbags and deck chairs.
The series of new digital and physical experiences will be guided by Fed Square and Interbrand.
