Fed Square is a Melbourne cultural icon and host to hundreds of events a year. The precinct is currently undergoing a major brand transformation to
re-invigorate its connection to the people of Melbourne and position it as the cultural heart of the city.

A bold architectural statement, Fed Square has a history steeped in controversy. The new brand identity embraces the irregularity of the building, the vision and the principles that led to its conception with an ‘Anything But Square’ philosophy.

 
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The emergence of COVID-19 and the introduction of the Virtual Square. As part of our online offering and to further communicate thebelow is a series of instastory poststhat serves as a compile of the projects I was working on at the time.

The emergence of COVID-19 and the introduction of the Virtual Square. As part of our online offering and to further communicate the below is a series of instastory posts that serves as a compile of the projects I was working on at the time.

As Melbourne opened up from it’s last lockdown we ran a Hello Melbourne campaign - which was a concept I put forward. Tensions in regard to lockdown were running high at the time so the sentiment had to be positive and not too confronting. Hello Melbourne, it’s great to see you again ran through print across the site and digital screens. We used it to reintroduce our tenants and events as we started to open up.