New Look Perisher Fires Snow Cannon. 

In a flurry of activity Perisher is in the process of unveiling a new look designed to encourage visitation to Australia's biggest alpine resort. It comes as a decisive response to an evolving array of brands and signage developed over a long period of progressive brand development and brand mergers. Having changed it's name to Perisher Blue when the two regions merged as one brand, it also contains additional centres such as Smiggin Holes and Guthega as well as fully owned properties such as the Perisher Valley Hotel and The Station Resort, Jindabyne.

The challenge was therefore to clarify the brand architecture and then develop a brand 'story' encapsulating its unique position in the Australian snowsports landscape. Through a series of face to face interviews with key stakeholders, and focus groups amongst "brand advocates' it rapidly became clear that the preferred name, and the one in common usage, was Perisher. Located within the brand lay four distinct regions adding to the diversity and interest of the brand, and differentiating it from other snowfields. These regions needed to become integral to the overall brand whilst retaining their local identity and character.

Research also indicated that the brand's unique 'story' lay in the diversity of Perisher's terrain; offering superior quality snow for longer as a result of the resort's higher elevation and a topography that ranges from the shallow bowl of Smiggin Holes to challenging double black runs. The variety of experiences facilitated by this diverse terrain makes it the ideal destination for families and groups that have varying levels of skiing and riding ability. This was summarised in the phrase "One Place. Infinite Possibilities".

The new master brand logo incorporates the four regions that lie within the Perisher brand whilst visually representing the totality of the terrain on offer, with ski runs suggested between each component shape. The shapes themselves represent the distinct features of Mount Perisher, Blue Cow, Smiggin Holes and Guthega.

The new identity and design application offers a contemporary, consistent look and feel across the Perisher brand and visually reinforces its competitive advantage. At the same time the distinct shapes allow for localised colour coding on site to ease navigation and reinforce the individual character of the different brand components.