IDENTITY | NARRATIVE-LED BRANDING | COPYWRITING
Our Cradle
THE SITUATION
Our Cradle required a brand identity that could hold the quiet power of Cradle Mountain while supporting practical outputs including valuation documents and a website.
With ruggedness painted in the sky, the mountain is revealed in relief, stars glimmering like jewels...
Starkly majestic, moods mercurial,
her harsh beauty dominates our landscape...
APPROACH
I developed the identity, narrative-led branding and copywriting entirely. The identity centres on a reversed silhouette of Cradle Mountain emerging from the night sky – a minimal, expressive form evoking stillness and scale. This visual language extended across print and digital, supported by a short brand poem I wrote to shape tone and rhythm throughout the materials.
THE RESULT
Cradle Mountain doesn’t need much help being impressive. The job was to get out of its way – and let the landscape do what it’s always done. A distinctive, poetic identity balancing creative expression with functional communication.