Get together at the square.

Introducing Unity Square.

What’s in a name? Well, plenty. When we were contracted to rename Oliver Square, the iconic retail and services community on the edge of Edmonton’s downtown core, we knew this was a very special and timely project.

Things were changing. The excitement around the revitalization of downtown with our new arena meant the Square was going to play an even more vital role in the future of the city. In addition to this, Oliver Square was about to see a new LRT station and some major improvements to the Square environment. The stage was set for a new name.

From one-on-one interviews with stakeholders to strategic group brand story sessions, it became apparent that Oliver Square was all about belonging. As the most culturally diverse community and most densely populated neighbourhood in the province, we knew that the idea of belonging needed to show up in the name and identity of the square.