Blue Mountains
The Blue Mountains is one of the most well-known locations in Australia. Its breathtaking views and hazy blue horizon have drawn people to the region for generations. But with 3000km² of World Heritage environment, stretching across 27 unique villages — there was a side to the Blue Mountains that was unknown to most.
Partnering with Blue Mountains City Council, Blue Mountains Tourism, and the local community, we set out to create a new identity for the region — one which would quite literally change the way people viewed the Blue Mountains.
The deeper story
The Blue Mountains aren’t actually 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 doesn’t concern itself with what’s on the surface. 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.
The brand idea, ‘Run Deep’, establishes a new perspective for the region. Through extensive workshops and one-on-one interviews with residents, business owners, local creatives and visitors, we developed an identity that brought their stories (and the stories of the land) to the surface.
By nature’s design
The Blue Mountain’s environment is a source of inspiration for the local community and the new identity. Each element of the design system is drawn from the surrounding landscape — combining its iconic features, with unexpected stories and deeper moments. A new logo is carved by canyons and valleys, with perfect symmetry in the ‘B’ and ‘M; the typeface resembles the rugged sandstone escarpments; and a colour palette captures shades beyond the iconic blue. Language draws people further into the depths, while a soft gradient (inspired by the eucalypt haze) reveals a world that appears from out of the Blue.
The shifting surrounds
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.
From out of the Blue
The new brand has recently launched through Blue Mountains Tourism. A nation-wide campaign was developed in collaboration with local creatives, guiding visitors towards deeper experiences across the region. As the brand continues to be rolled out across the community, you can expect to see more from out of the Blue.
Acknowledgment
For The People acknowledges that the Greater Blue Mountains World Heritage Area is located within the Ngurra (Country) of the Darkinjung, Darug, Dharawal, Gundungurra, Wanaruah and Wiradjuri peoples. We pay our respects to Elders both past and present, and recognise and respect their connection to this land and community.
Credits
Design Director – Patrick Carroll
Designers – Georgia Urie, Emma Turney, Joseph Dennis, Dash O’Brien-Georgeson
Motion Designer – Emma Turney, Georgia Urie
Illustration – Dash O’Brien-Georgeson
Head of Strategy – Damian Borchok
Senior Strategist – Claudia Henderson
Freelance Strategist – Kate Leury Nielsen
Head of Storytelling – Mat Groom
Storyteller – Arielle Bodenstein
Account Management – Alice Marrows, Monique Tadrous
CEO – Sonia Uznadze
Blue Mountains Tourism
Colleen Kanzora, Anthea Hammon, Jason Cronshaw, Lou Clifton
Colleen Kanzora, Anthea Hammon, Jason Cronshaw, Lou Clifton
Blue Mountains City Council
Simone Novello, Andy Turner, Lara Bohandowicz, Belinda Zammit
Collaborators
Videography – Kin Things
Photography – Kamil Sustiak, Maja Baska, Reece McMillan
Photography – Kamil Sustiak, Maja Baska, Reece McMillan
Typeface:
Avara by Raphaël Bastide
