Interbrand creates new brand identity for Darling Harbour
Interbrand Australia has created an ‘inflatable brand identity’ for Darling Harbour that aims to unite the precinct and create a platform for the future.
Executive creative director of Interbrand Australia, Mike Rigby, said the new identity was born from the Sydney Harbour Foreshore Authority’s (SHFA) desire to make Darling Harbour a global destination.
“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 brand identity. This distinctive idea clearly and simply connects: communications, street furniture, way-finding, uniforms and websites,” he said in a statement.
The branding agency also developed an app with augmented reality company Explore Engage that allows users to follow balloons on screen to different destinations, pop them to reveal special offers and send messages to other users. 
The agency is now working with the SHFA on a branding project for The Rocks.
Seems that the idea is predicated on a lot of hot air.
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