World Square
World Square is a retail precinct in the heart of Sydney CBD that offers customers the experience of global diversity in one convenient, central location. With a culturally diverse mix of food, fashion and retail-tainment surrounding a large open air space, the goal was to build a brand that would break through the monotony of working in the CBD and reawaken the minds and senses of customers through the experience of ‘play’.
The visual identity uses an ever changing set of ‘play’ symbols that come from the World (round) Square (square) logo and an ‘X’ that marks the central location. These combine with high contrast black & white photos and a striking colour palette to create an unmistakable, yet evolving identity.
Project: brand strategy | visual identity | campaign development
Whilst @ Emedia Creative
