Parramatta Square is one of the most extensive urban renewal projects in the country and the largest commercial property project in Australia. The 3.5-hectare city style precinct will transform the heart of Parramatta, delivering four commercial towers, as well as a vibrant and cosmopolitan lifestyle, retail and hospitality designed to cement Parramatta’s standing as a true secondary CBD.
With no identity, Urbanite’s job was to create a cohesive visual language and signage system for this exciting precinct to unite its widespread and disparate components and accommodate for its growth.
The job was twofold: a strong visual identity was needed as a foundation across the entire precinct, while also celebrating Walker’s commitment to the creation of the precinct. In addition, a simple and sophisticated signage system was required to unite the family of towers, while also allowing each one to shine as an individual landmark with characteristics that reflected their unique architecture and design.