Raine Square was about to undergo a major transformation and we were appointed to work with the Charter Hall team to undertake it’s rebrand.
The branding needed to set the asset apart in the Perth CBD competitor landscape. The symbol draws inspiration from the city block bounded by William, Wellington, Queen and Murray Street that Raine Square sits on. It then builds on that city block articulating visually the pathways and routes that will form the destination over three levels and how it connects to the wider City.
The typography is a bespoke wordmark combining modernity with traditional. This acknowledges the history of the site and its namesake Mary Raine and the future that the redevelopment will bring.
Our scope included brand identity, full leasing collateral, onsite hoarding and signage, digital and social media, onsite launch event and consumer campaigns.