[WORK]

Blue Mountains Place Brand

Shifting perceptions of the Blue Mountains from a daytrip location, to a place full of depth.
The Blue Mountains is one of the most well-known locations in Australia. Its iconic landmarks have drawn people to the region for generations, but with 3000 km2 of World Heritage environment stretching across 27 unique villages — there’s a side to the Blue Mountains that was unknown to most. 


Many visit for the stunning ‘Echo Point’ lookout, but with its reputation limited to this landmark, the Blue Mountains community were struggling with overcrowding, short stay periods and low investment in the city. To change perspectives of the region, the Blue Mountains needed a brand that embraced the character and depth of the local community and environment.
Looking at the place from a new perspective, we discovered that the Blue Mountains aren’t mountains at all — it’s a plateau, formed out of sandstone over centuries. Winding trails take you deep into the valley, through ancient canyons and limestone caves. Immersed in this environment is a creative and inclusive community that make up this city of towns. From the layers of its landscape, to the spirit of its locals — the Blue Mountains is defined not by its height, but by its depth.

[BRAND IDEA]

A place defined by its depth with RUN DEEP

Just like the proverb – still waters run deep – suggests, there was a complexity and depth of character to the Blue Mountains that went far deeper than the surface experiences. We explored the diversity and complexity of the environment as a source of inspiration for the place identity. Each element of the system is drawn from the surrounding landscape, combining its iconic features with diverse stories and deeper moments that send you in unexpected directions.