Blue Mountains Place Brand
Early this year, Blue Mountains City Council and Blue Mountains Tourism kicked off the Blue Mountains Place Brand Project — working alongside brand agency ‘For The People.’
We were tasked with creating a place brand for the Blue Mountains that will unite community, visitors and businesses around a shared vision for how to live in a World Heritage Area, care for Country, and build a sustainable foundation for future growth
In the current brand showcase, two specific creative interpretations of the brand idea ‘Run Deep’ were brought to life through a series of examples.
Concept 1, titled ‘Look Again, Think Again’
When people think of the Blue Mountains, they imagine grand lookouts, antique shops and quiet towns. But that’s just their perspective... We know that there is more to the Blue Mountains than meets the eye. You just have to take a closer look. For this concept, we wanted to view the Blue Mountains from a new perspective, and at times, to flip that perspective on its head entirely. We wanted to encourage people to take a second glance, to set off in a new direction, and to reconsider their relationship with the environment around them. The concept reveals a world hidden in plain sight, through designs which make us look again, think again.
Concept 2, titled ‘Fully Immersed’
You’re in them. It’s the locals’ go-to response when anyone asks where the Blue Mountains are. The popular lookouts and breathtaking vistas demand attention and have distracted people from the experiences that are quite literally surrounding them. For this concept, we wanted to capture the feeling of being in the Blue Mountains. To share what it’s like to go into the depths, to have nothing but nature around you, or to live with a World Heritage Area at your backdoor. We wanted to represent the unique perspective of a community that’s deeply connected to their environment — an environment they see themselves as a part of, not separate from. Through a visual style that pulls you in, we encourage audiences to venture deeper and deeper into the Blue Mountains and experience what makes this place so special: the chance to be fully immersed.
Tell us what you think
Now that you’ve had some time to sit with what you saw at the brand showcase, are there any other thoughts you’d like to share on the concepts presented? Please provide your thoughts using the survey below...