Botanic Gardens of Sydney
Brand, Government, Tourism + Travel
Finch Hatton MTB
No Bad Days.
Industry
- Sport + Entertainment
- Tourism + Travel
Deliverables
- Activations
- Animation + Motion
- Brand Identity
- Guidelines + Templates
- Illustration
- Social Media
- Strategy
- Verbal + Messaging
Tucked up in the misty highlands of Eungella and surrounded by lush rainforest, Finch Hatton MTB offers something special—a mountain biking destination that feels wild, free and full of heart. Once defined by sugar cane and agriculture, this corner of the Pioneer Valley is now home to world-class trails and a growing adventure scene. Mackay Regional Council brought Swell and Destination Store (DS) on board to help shape a bold new brand—one that could stand out nationally and bring the whole destination together under a clear, confident identity.
From the start, it was a team effort. Swell and DS worked closely with Council, World Trail, locals and tourism operators to get a proper feel for the place. Through community workshops, conversations with riders, and deep-dive research, it became clear this was more than just a great spot to ride—it was a place with real character and a thirst for something different.
Swell took all of that and created a brand that’s as raw and fun as the trails themselves. The handcrafted logo feels playful and grounded, while the colours and design elements pull directly from the landscape. A bold, slightly offbeat typeface adds a bit of charm, nodding to the local characters and the energy of the ride.
Each trail got its own look too. World Trail, with their deep knowledge of the terrain, developed names for each trail—while Swell brought those names to life with custom illustrations inspired by the region’s sugar cane heritage and quirky Aussie flavour. The result is a suite of visuals that are just as memorable as the rides themselves.
The brand also lives online through a vibrant, visitor-friendly website. With interactive trail maps, ride-ready info, and a tone that speaks to the spirit of the place, it turns the brand into a digital experience. And with ongoing support, it continues to grow as the destination gains momentum.
At its core, the Finch Hatton MTB brand is all about spirited adventure. It invites riders into a place that’s full of history, energy and personality—and sets the stage for a future that’s only just getting started.
Strategy by DS
Trails by World Trail
The trail marks don’t just sit still on the page. They come to life through animation, adding movement and energy across digital touchpoints. Each illustration also works as a flexible asset, creating opportunities for merchandise, signage and gear. This adaptability turns the visuals into more than decoration; they become a toolkit that riders can wear, share and carry with them, helping the Finch Hatton identity travel far beyond the trails.
