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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