St Helens MTB Trails

Break O'Day Council came to us with an exciting opportunity - the opportunity to position their new mountain bike trail as some of the best in the world. They needed a full-service agency to develop a brand strategy and marketing plan.

After a comprehensive marketing strategy and community, industry and internal input from Council, we then went on to base the visual brand on the colours of the East Coast/Bay of Fires and surrounding areas. A tagline ‘Ride Mountains to the Sea’ was produced from the branding strategy. The two tones of blue form the ocean, the sand colour represents the trails and the beaches, the green forms the base of the trail network where the trails are primarily located and the orange is a representation of the lichen on the rocks all along the coastline of the East Coast/Bay of fires. Last of all the Break O’Day Council strongly wanted a sea eagle placed into the design as there are areas around the network where there are eagle nests.

The result is an authentic visual brand for the area and its coastal uniqueness. It is a tough gig meeting the demands of consumers, community, industry and local government. However, feedback showed that the brand perfectly encapsulated the region as a mountain bike destination and it has gone on to create