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
Please login with linkedin to comment
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]