The heart of country and culture.
Located in the centre of the Australian desert, Uluru-Kata Tjuta is an extraordinary living cultural landscape. It is the sacred home of the oldest living culture in the world. The immense geological formations are visually stunning and stories of the Anangu people express an enduring relationship between them and their natural environment. Tasked with repositioning and refreshing the National Park's identity, we based the brand on capturing the awe that you only experience by being there and the deeper perspective you find. Through Anangu wisdom you see the layers of culture and country, and discover the connection between ourselves and the natural world.
Client
Parks Australia
We think business
Consumer research design
We orchestrate brand
Brand strategy, brand identity, brand voice, brand guidelines
Awards
Better Future 2021: Silver
Uluru Tjukurpa © Rene Kulitja, Niningka Lewis, Malya Teamay, Francine Kulitja, Freda Teamay, Esmeralda Kulitja, Charmaine Kulitja, Witika Kulitja/ Copyright Agency
Minyma tjuṯa tjitji tjuṯa mai wiru mantjini - Women and children collecting good bush foods © Kunmanara Taylor, Lillian Inkamala, Polyanne Mumu, Theresa Taylor, Dulcie Moneymoon, Edith Richards/Copyright Agency
Uluru Tjukurpa © Rene Kulitja, Niningka Lewis, Malya Teamay, Francine Kulitja, Freda Teamay, Esmeralda Kulitja, Charmaine Kulitja, Witika Kulitja/ Copyright Agency
Minyma tjuṯa tjitji tjuṯa mai wiru mantjini - Women and children collecting good bush foods © Kunmanara Taylor, Lillian Inkamala, Polyanne Mumu, Theresa Taylor, Dulcie Moneymoon, Edith Richards/Copyright Agency
Uluru Tjukurpa © Rene Kulitja, Niningka Lewis, Malya Teamay, Francine Kulitja, Freda Teamay, Esmeralda Kulitja, Charmaine Kulitja, Witika Kulitja/ Copyright Agency
Minyma tjuṯa tjitji tjuṯa mai wiru mantjini - Women and children collecting good bush foods © Kunmanara Taylor, Lillian Inkamala, Polyanne Mumu, Theresa Taylor, Dulcie Moneymoon, Edith Richards/Copyright Agency
“We chose The Contenders to help us create a fitting brand for an iconic destination – Uluru-Kata Tjuta National Park. We were not disappointed. Not only did they provide fresh, innovate ways of looking at things, but they took the time to understand our requirements. They found ways to transform and modernise each element, without losing the essence behind the brand. We are thrilled to have had The Contenders in our corner.”
— Marketing Manager - Parks Australia