Blue Mountains

The Blue Mountains is known for its iconic landmarks, but its reputation had resulted in short stays, overcrowding and decreasing investment. To change perspectives of the region, the Blue Mountains needed a brand that was owned and embraced by the locals who knew it best.

The brand idea, ‘Run Deep’, establishes a new perspective for the region. Through workshops and interviews with residents, businesses, local creatives and visitors, we developed an identity that brought their stories (and the stories of the land) to the surface. A place defined not by its height, but by its depth. The new logo is carved by canyons and valleys, with perfect symmetry in the ‘B’ and ‘M; the typeface resembles the rugged sandstone escarpments; and the colour palette captures shades beyond the iconic blue, with a soft gradient (inspired by the eucalypt haze).

The new brand was launched through a nation-wide campaign with Blue Mountains Tourism, with the identity starting to gain adoption by the Blue Mountains community. Further brand awareness is being gained by popular creative platforms such as Brand New featuring the story and the impact the work is starting to have. “The launch of our place brand reignited the conversation about the importance of the Blue Mountains and helped bring tourism back to the region.” – Colleen Kanzora, Blue Mountains Tourism.

As you move deeper through the Mountains, the landscape around you shifts. Dry eucalypt forests become damp, mossy trails. Misty mornings become perfect blue days. We created a series of patterns inspired by different moments in the Mountains and designed to be customised by the community — so that each engagement with the brand is as unique and ever-changing as the environment. ”A great identity that sidesteps common trends in favour of something unique and distinctive even if it’s unconventional and captures the natural beauty of the area without Disney-fying or over commercialising it as a tourist destination.” – Armin Vit, Brand New.