3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




Founded in 2006 by Jeff Xu, Golden Age Group is globally recognised for its extraordinary portfolio of commercial and residential property valued at more than $10 billion. 3 Deep were engaged to establish the strategic positioning, placemaking, branding, signage and supporting retail sales and marketing campaign for SKY SQR – a premium mixed use development located in the heart of one of Australia's largest commercial, economic and cultural precincts.

SKY SQR is a development of unique cultural, commercial and architectural equity. Standing sovereign within the heart of Box Hill, our client’s ambition for the project required 3 Deep to first establish an authentic and compelling positioning and place narrative that would champion all retail sales and commercial leasing activity. Positioning the project as 'The People’s Square', 3 Deep were able to unite the retail and architectural topology with the needs and habits of local residents. As a common designation for the central town square of modern Chinese cities, the positioning was supported by an ecosystem of communications that framed the site as a vibrant civic hub that fostered cultural exchange and social connection.

As spaces for public expression, town squares actively shape the identity and vitality of cities and are crucial for fostering a shared sense of community and cultural heritage. Hosting a diverse roster of activities, from traditional ceremonies to contemporary events, it was vital that our positioning narrative for SKY SQR embraced these functions and made them relevant to local communities and retail stakeholders.

Capturing the vitality of the site, the SKY SQR brand was bold, versatile and graphic.

As a true blend of east-meets-west, the signage and wayfinding program created by 3 Deep was inspired by the dynamic verticality and layering found in many eastern metropolises. Drawing upon notions of interconnectedness and community, the animated roster of forms were expressed in a variety of compositions and materials in response to the architectural palette and remit of spaces throughout the site.

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