Moving a mountain in 09.

Mt Buller decided to rejuvenate its brand following an extensive audit that found its brand health had declined and was failing to resonate in the marketplace. The resort was thought to be basic, down-market and out-of-touch. Research showed the resort failed to measure up against other mountain resorts that had received significant facelifts and the emergence of hi-tech Japanese, New Zealand and international resorts in the US and Europe that offer a guaranteed snow experience.

The existing logo was designed in 1981 and was deemed out-dated, like the resort, and lacking excitement. The time had come to move the mountain into the 21st century with a new brandmark and livery. The new brand was developed under a stringent design brief designed to take the mountain to 2020.