Melbourne Square is a mixed-use precinct – large in ambition and scale comprising four residential towers, a commercial tower, a five-star hotel, extensive retail and dining, and a new park for the growing suburb of Southbank. Our brand needed to support all of these offers as well as multiple residential and commercial campaigns – preconstruction, during construction and beyond.

With so much to say, our strategy embraced this quality by elevating the act of storytelling itself by defining the offer through chapters. The brandmark takes its inspiration from the square shape – referencing both a microcosm with everything residents need and a place open to the city surrounding it.

Crafted with intelligence, integrity and flexibility, the brand has been used successfully across multiple campaigns and touchpoints since launch. More than a sales campaign, it has established Melbourne Square as a new city landmark.