Fed. Square
Anything but square
Anything but square
In 2019, Fed Square launched its bold new identity with the Anything But Square Festival. A boundary-pushing celebration of art, culture and innovation that reintroduced the precinct as Melbourne’s cultural heart.
I was brought in to lead the creative direction for the launch campaign, shaping the storytelling across digital, social and brand collateral. Alongside the external campaign, I also developed an internal communications strategy designed to bring employees on the journey, embedding the new brand into the workplace culture.
The Anything But Square Festival transformed Fed Square from a civic meeting place into a dynamic cultural stage. From immersive underground dining experiences and virtual-reality performances to global Tweetups and winter wonderlands, the program embodied the new positioning: fearless, inclusive and alive with possibility.
The impact was immediate. Internally, staff engagement rose as employees felt energised and connected to the brand. Externally, the festival has since grown into an iconic annual event that continues to shape Fed Square’s identity and cultural influence.
Brand strategy and development / Concept / Art Direction / Product Design / Web design / Social
I was brought in to lead the creative direction for the launch campaign, shaping the storytelling across digital, social and brand collateral. Alongside the external campaign, I also developed an internal communications strategy designed to bring employees on the journey, embedding the new brand into the workplace culture.
The Anything But Square Festival transformed Fed Square from a civic meeting place into a dynamic cultural stage. From immersive underground dining experiences and virtual-reality performances to global Tweetups and winter wonderlands, the program embodied the new positioning: fearless, inclusive and alive with possibility.
The impact was immediate. Internally, staff engagement rose as employees felt energised and connected to the brand. Externally, the festival has since grown into an iconic annual event that continues to shape Fed Square’s identity and cultural influence.
Brand strategy and development / Concept / Art Direction / Product Design / Web design / Social
