Background
Uluru, also known as Ayers Rock, is one of largest monoliths in the world, situated in the southern part of the Northern Territory, central Australia. In 2010 the seven properties that make up the Ayers Rock Resort were acquired by Voyages Indigenous Tourism Australia. With a strong commitment to social responsibility, all profits from the resort’s operations are now directed to Indigenous training and employment. Our task was to reinvent the resort brand to drive the commercial and community imperatives, and create a true Uluru-Kata Tjuta experience.

Solution
The essence of the brand, ‘respectfully indigenous’, runs through everything. We worked closely with local indigenous artists, to create artwork that would serve as part of the identity suite across the brand portfolio. We then coupled this with a strong typographic system. Utilising linguistic nuances such as the retroflex underline and hyphenation common to the local indigenous (Anangu) language. The result is a brand with a new lease on life.
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