Branding the Blue Mountains

Blue Mountains Lithgow Oberon Tourism


The Blue Mountains are unique in Australia and the heart of a pristine, spiritually charged World Heritage region of breathtaking scenic beauty.

The brand was originally created in 2004 and embodies the overwhelming sense of 'upness' experienced when bushwalking through this remarkably accessible wilderness environment.

A ground-breaking signature image and dynamic photographic approach are fundamental elements in a branding strategy that engages the senses and takes potential visitors to 'a higher level'.

In 2008 we were re-engaged as sole creative agency and in this capacity we undertook a brand refresh, updated the image library through a series of strategic shoots, and completely revised the logic of cartography for the region, integrating it with pedestrian wayfinding installations throughout the mountain towns.

Design Director: Lea Barnett
Creative Director: Peter Campbell
Designer: Rich Wahlez