Sydney’s Darling Harbour has been given a colourful and bubbly facelift by Interbrand Australia in an attempt unite the entire precinct under one brand.
The refresh has introduced the “world’s first inflatable brand identity” (see pictures) and brings together the precincts various events including Latin festival Fiesta, the Hoopla circus and Santafest.
Interbrand was recruited by the Sydney Harbour Foreshore Authority (SHFA) to fulfil its vision of creating “extraordinary places the world talks about”.
“To do this we created the world’s first inflatable brand identity. This distinctive idea clearly and simply connects: communications, street furniture, way-finding, uniforms and websites.”
Interbrand has also developed an augmented reality (AR) app in collaboration with AR specialists Explore Engage.
The app encourages users to follow an onscreen balloon trail to discover new areas, pop balloons to reveal special offers, play games and to share their experience via balloon message.
Mike Rigby, executive creative director Interbrand Australia, said: “This isn’t just about a new brand identity, but a strategic activation plan that will improve the Darling Harbour experience for everyone.”
David Storey, general manager Interbrand Sydney, added: “The new identity system for Darling Harbour has given us the tools to talk about the diversity of the offer and the variety of events in a cohesive way, that engages our tenants, Sydeny-siders and visitors.”
The Darling Harbour work has prompted the SHFA to continue to work with Interbrand on a branding project for The Rocks precinct.
CREDITS: Client: Sydney Harbour Foreshore Authority Director, Marketing and Partnerships: Julian Boram A/Director, Marketing and Partnerships: Nicole Florio Head of Design: Michael Donohue Agency: Interbrand Australia Executive Creative Director: Mike Rigby, Chris Maclean Designer: Diana Chirilas, Britain Smith, Ed Hall, Eric Ng Writing: Lex Courts Management: David Storey, Matt Hinchliffe, Damian Borchok Strategy: Dean Christie, Gareth Stewart Director, Marketing and Partnerships: Julian Boram A/Director, Marketing and Partnerships: Nicole Florio Head of Design: Michael Donohue
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