Distinctively Melbourne

Brand positioning

The “Where Melbourne …” campaign celebrates the diversity and magnetism of Federation Square.

Telling Fed Square stories

Everyone has a story about their experience at Fed Square. “Where Melbourne …” relates experiences and stories that are personal, shared, connected and inspiring. The refreshed style elicits different responses through considered use of typography and distinctive ‘illustration’ styles.

Each touchpoint reflects Fed Square’s essence and adds an element of surprise, a whimsical idea and/or visual cue that reinforces the idea that there’s more than one facet to every Fed Square story.


The Fed Square visual and written language is welcoming and engaging, revealing a sense of Melbourne’s spirit and personality through its iconic public meeting place.

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