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.
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.
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!