Singapore-based hospitality brand Furama Hotels International (FHI) made its debut in Australia with the launch of its new hotel brand in Sydney. The flagship 4-star property, Furama Darling Harbour, is a rebrand of the Holiday Inn Darling Harbour, situated in the historic John Bridge Woolstore.

Working closely with the Furama Singapore team, we transformed the identity of the hotel into a vibrant lifestyle destination. This rebranding initiative was designed to appeal not only to the local Darling Harbour crowd but also to the hotel’s varied guest base, creating an engaging and dynamic atmosphere that caters to both new and returning visitors.

The brand identity builds on the foundation of the existing hotel brand, seamlessly integrating it with a lifestyle-focused elevation. While maintaining key elements of the original brand pattern, its brand identity has been revitalised with a palette of vibrant colours and a modern, dynamic design. This evolution not only preserves the essence of the established identity but also introduces a fresh and contemporary appeal, designed to resonate with a new audience while reinvigorating its presence in the market.

The brand identity also integrates elements from the distinctive heritage building in which the hotel is situated. Unique architectural features and shapes of the historic structure have been thoughtfully incorporated into the hotel materials, creating a cohesive connection between the hotel’s new branding and its rich historical context. This approach not only pays homage to the building’s heritage but also enriches the brand’s visual identity, providing a sense of continuity and authenticity.