Rebranding for Furama Darling Harbour Hotel

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 mainta