Rare brands another Perth landmark

Rare has added Yagan Square to the growing list of landmark brand identities that it has been responsible for.  

Delivered by the Metropolitan Redevelopment Authority (MRA), Yagan Square comes from a unique, collaborative partnership between the MRA and the Whadjuk people – the traditional owners and custodians of the land – and is built from a shared vision to create a place of cultural authenticity.

After being appointed to the task by the MRA following a competitive RFQ, Rare completed a brand strategy process that involved workshops with members of the MRA team and the project’s architects, along with input from the Whadjuk Working Group.

“That led to a brand model that was all about bringing cultures together,” Rare Group Account Director Simon Stewart said. “Yagan Square is the city’s new heart; it is designed as a space for the community to connect, play, taste and experience WA’s identity.”

The design brief for a brand included collaboration with Aboriginal artists engaged by MRA to interpret the space and create artworks that represented what Yagan Square and meeting places meant to them.

“The artists gave us a really good understanding of the Whadjuk narrative behind the art,” Design Director Enrico Bettesworth added. “We were then able to integrate that narrative into the brandmark and visual language, which is representative of the tracks and paths that once went through the space that people still follow today.”

The brand will come to life in many ways throughout the space including wayfinding, informational signage and in animation form on the digital tower and canopy.