Blue Mountains
Creating a deeper appreciation for an iconic location.
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.
Place Branding Brand Identity Brand Voice Illustration Community Engagement Place Immersion
Blue Mountains
Creating a deeper appreciation for an iconic location.
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.
Place Branding Brand Identity Brand Voice Illustration Community Engagement Place Immersion
Blue Mountains
Creating a deeper appreciation for an iconic location.
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.
Place Branding Brand Identity Brand Voice Illustration Community Engagement Place Immersion
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.
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.
3 days
immersing ourselves in the community and venturing deep into the Blue Mountains.
14 interviews
with residents, businesses, council members and local creatives.
90+ locals
engaged in the project, through discussion groups and community workshops.
3 exhibitions
held over two days, across different towns and popular tourist locations.
3 days
immersing ourselves in the community and venturing deep into the Blue Mountains.
14 interviews
with residents, businesses, council members and local creatives.
90+ locals
engaged in the project, through discussion groups and community workshops.
3 exhibitions
held over two days, across different towns and popular tourist locations.
“We were highly impressed with FTP’s ability to quickly get to the heart of what makes our Blue Mountains unique... The narrative felt so authentically ‘Blue Mountains’ it elicited goosebumps from members of the project team when they first heard it.”
— Blue Mountains City Council
“We were highly impressed with FTP’s ability to quickly get to the heart of what makes our Blue Mountains unique... The narrative felt so authentically ‘Blue Mountains’ it elicited goosebumps from members of the project team when they first heard it.”
— Blue Mountains City Council
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.
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.
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.
“The launch of our new place brand helped reignite the conversation about the importance of the Blue Mountains as a World Heritage and Ecotourism destination and has helped bring tourism back to region.”
— Colleen Kanzora, Marketing Manager
“The launch of our new place brand helped reignite the conversation about the importance of the Blue Mountains as a World Heritage and Ecotourism destination and has helped bring tourism back to region.”
— Colleen Kanzora, Marketing Manager
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.
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.
Credits
Recognition
A big thank you to our friends in the clouds (Lara, Andy and Rosemary, as well as the teams at the Blue Mountains City Council and Blue Mountains Tourism).
And, of course, to the local community, who guided us through valleys both metaphorical and geological. Their local knowledge, passion and pride runs deep.
Strategy
Damian Borchok, Claudia Henderson, Kate Leury Nielsen
Storytelling
Mat Groom, Arielle Bodenstein
Design
Mel Baillache, Jo Roca, Patrick Carroll, Georgia Urie, Emma Turney, Joseph Dennis, Dash O’Brien-Georgeson, Emma Turney, Georgia Urie, Dash O’Brien-Georgeson
Account
Alice Marrows, Monique Tadrous
Illustration
Dash O’Brien-Georgeson
Collaborators
Videography – Kin Things
Photography – Kamil Sustiak, Maja Baska, Reece McMillan
Typefaces
Avara – Raphael Bastide
DM Sans – Google Fonts
A big thank you to our friends in the clouds (Lara, Andy and Rosemary, as well as the teams at the Blue Mountains City Council and Blue Mountains Tourism).
And, of course, to the local community, who guided us through valleys both metaphorical and geological. Their local knowledge, passion and pride runs deep.
Strategy
Damian Borchok, Claudia Henderson, Kate Leury Nielsen
Storytelling
Mat Groom, Arielle Bodenstein
Design
Mel Baillache, Jo Roca, Patrick Carroll, Georgia Urie, Emma Turney, Joseph Dennis, Dash O’Brien-Georgeson, Emma Turney, Georgia Urie, Dash O’Brien-Georgeson
Account
Alice Marrows, Monique Tadrous
Illustration
Dash O’Brien-Georgeson
Collaborators
Videography – Kin Things
Photography – Kamil Sustiak, Maja Baska, Reece McMillan
Typefaces
Avara – Raphael Bastide
DM Sans – Google Fonts
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025