Darling Harbour is a recreational and shopping precinct visited by more than 25 million people each year. It is operated by Sydney Harbour Foreshore Authority.
Mike Rigby, executive creative director of Interbrand Australia, says, ‘SHFA’s vision is “to make extraordinary places the world talks about”, so very simply our objective was to get the world talking.
‘To do this, we created the world’s first inflatable identity.’
The consultancy created an identity based on rounded type, with a balloon-like hero typeface.
This balloon effect is used on communications such as web and print campaigns, which shows the identity floating on water or suspended in the air.
Interbrand also created a series of physical balloons, which use the hero typeface and operate as signage and wayfinding around the precinct.
The balloon motif is used in the augmented reality app – developed with Explore Engage – which features navigational ‘balloon trails’, while users can also pop balloons to reveal special offers.
Rigby says, ‘This distinctive idea clearly and simply connects: communications, street furniture, wayfinding, uniforms and websites.’