Straight to the top
The brand creates a cohesive identity that scales seamlessly from digital to signage and merchandise
The branding and website rationale for the George Town Mountain Bike Trails is built on the objective of "completing the narrative" of mountain biking in North-East Tasmania. Positioned as a premier stop for riders entering via Launceston, the visual identity focuses on George Town's unique dual-network offering: the coastal, shuttle-friendly slopes of Mount George and the rugged, technical terrain of the Tippogoree Hills.
Branding Rationale: "Straight to the top"
The branding, developed by Walker Designs, utilises a modern logo and visual system designed to be "instantly recognisable" and versatile enough to scale from digital interfaces to physical trailhead signage.
A Modern Identity
The logo was crafted to be flexible, representing the trails' future while acknowledging the region’s industrial and maritime history. It balances a clean, professional aesthetic with the raw energy of the "Wild Tamar" region.
Distinctive Wayfinding
The George Town branding relies on clear, high-contrast graphics that guide riders through over 80km of diverse trails. The visual system helps differentiate between the family-friendly, flowing sections of Mount George and the more advanced, "heavily featured" technical challenges found in the Tippogoree Hills.
Merchandise & Presence
The "Straight to the top" campaign is supported by physical marketing assets, including retractable banners and apparel, ensuring the brand maintains a strong presence at local events and tourism hubs like the Village Bike Cafe.
Website Rationale: Designing the Ride Experience
The website serves as a functional extension of the trail network itself. The rationale behind the site's architecture focuses on optimised user experience (UX) and real-time utility.
- User-Centric Performance: The site is designed to drive qualified traffic by providing essential "pre-ride" information. It features integrated Trailforks status updates, allowing riders to check weather and trail conditions instantly—a critical feature for maintaining the safety and sustainability of the dirt-surfaced tracks.
- Strategic Tourism Integration: The website acts as a digital gateway, intentionally highlighting George Town’s proximity to Launceston. By showcasing local services, uplift shuttle bookings, and nearby beaches, the site positions the trails not just as a ride destination, but as a central piece of a broader "family-friendly" Tasmanian itinerary.
- Clarity and Conversion: Walker Designs focused on an optimised site that balances "great design" with performance, ensuring that information regarding difficulty levels (from Green to Double Black Diamond) and shuttle logistics is accessible with minimal friction.
