25 million people visit Darling Harbour every year. Yet it has never had a unified brand identity.
Now it does. And that’s because Interbrand did its homework first.
When Interbrand Australia was commissioned by Darling Harbour owner-operators, Sydney Harbour Foreshore Authority (SHFA), it began with an analysis, research and engagement phase, which led the agency to a new brand platform and activation strategy…
…and ultimately to the branding response to SHFA’s wish to make Darling Harbour on of the
“extraordinary places the world talks about’.
“Very simply, our objective was to get the world talking. 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.” [Mike Rigby, executive creative director, Interbrand Australia]
The identity also brings together the precinct’s broad range of events including, Fiesta – a festival of Latin American music, dance, food and culture, Hoopla – Australia’s annual circus, sideshow and street theatre festival, and Santafest – a Christmas party ‘unlike any other’.
Now we get to the really fun part. Interbrand has also developed an augmented reality app in collaboration with Sydney-based augmented reality specialist, Explore Engage. Through the app, users can follow balloons trails on screen that lead to different areas, play games, pop balloons to reveal special offers, and even send a special balloon message to someone on the other side of the world.
“This isn’t just about a new brand identity, but a strategic activation plan that will improve the Darling Harbour experience for everyone,” commented David Storey, general manager, Interbrand Sydney.
“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,” added
Julian Boram, SHFA director of marketing.
Boram backed up his applause with a recommendation. Interbrand is now working with SHFA on a new branding project for The Rocks precinct.
