For the Blue Mountains Writers’ Festival, I developed a bespoke visual identity built around a custom alphabet drawn from the textures, objects and atmosphere of the region. Each letterform is constructed from fragments of place, from flora and architectural detail to found materials, creating a system that is both expressive and deeply site specific.

The concept invites audiences to read the landscape, not just move through it. Individual letters function as standalone artworks that can anchor social content, writing prompts, and storytelling, while also assembling into titles, names and program language across the festival. This creates a flexible identity that shifts between quiet intrigue and bold communication.

The visual tone leans into an Australian Gothic sensibility. Mysterious, tactile and slightly surreal, the letterforms evoke folklore, history and the strange familiarity of the Blue Mountains. A restrained palette brings cohesion and clarity, allowing complexity and detail to hold focus without overwhelming.

Designed to move across print, digital and motion, the system allows elements to animate and evolve. Letters can flicker, unfurl or breathe, adding dimension and atmosphere to screen based content.

The result is an identity that feels alive to its environment. A language of place that is rich, layered and open to interpretation.