CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

Salvage

DESIGN CREDITS

Executive Creative Directors

Mike Rigby, Chris Maclean

Designers

Diana Chirilas, Ed Hall, Flicka Williams

Writer

Lex Courts

Managers

David Storey, Matt Hinchliffe, Damian Borchok

Strategists

Dean Christie, Gareth Stewart

Director, Marketing and Partnerships

Julian Boram

Executive Director

Debra Dawson

Campaign Manager

Nicole Florio

Head of Design

Michael Donohue


TAGS

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LINKS

Interbrand Sydney
Darling Harbour

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CLIENT

A large recre­ation­al and pedes­tri­an precinct sit­u­at­ed in the heart of Syd­ney, Aus­tralia, owned by Syd­ney Har­bour Fore­shore Author­i­ty (SHFA). It’s a big, vibrant, col­or­ful place where the city goes to cel­e­brate.


BRIEF

Over the years the precinct had become a clut­ter of dif­fer­ent brands and mes­sages. Our brief was to con­nect a dis­parate precinct expe­ri­ence togeth­er under one strong brand iden­ti­ty for the first time.


APPROACH

To cap­ture the fun and vibran­cy of the place, we cre­at­ed the world’s first inflat­able brand iden­ti­ty. A dis­tinc­tive idea that clear­ly and sim­ply con­nects com­mu­ni­ca­tion mate­ri­als, street fur­ni­ture, events, way-find­ing, uni­forms, web­sites, and the over­all in-precinct expe­ri­ence. We cre­at­ed a 3D bal­loon type­face, using Cin­e­ma 4D. Then, a clever sys­tem using Smart Objects was devised in Pho­to­shop so we could cre­ate a set of use­able assets for design­ers who have no knowl­edge of 3D soft­ware. Mak­ing it easy to change the col­ors, scale, and arrange­ment of the inflat­able let­ters. Sim­ple!

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, Sydney-siders, and visitors. — Julian Boram, Director of Marketing and Partnerships at Sydney Harbour Foreshore Authority

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