The Challenge
The Shire of Nannup has spent over a decade developing a Trail Town, a network of trails from mountain biking, riding, art and walking, throughout the picturesque hills of one of the prettiest places in Western Australia’s South West.
Having worked with the Shire since the inception of Experience Nannup in 2021, thebox was approached to help bring the final piece of the trail network to life. Pine Ridge, a family-friendly mountain bike park built on the former Pine Ridge Golf Course site.
An extension of our work for Experience Nannup and Tank 7 MTB Park, Pine Ridge had a story of its own. Early in the project, our team spent a morning walking the dirt tracks, hearing the stories and experiencing first hand how this unique site was about to evolve.
Our challenge was to capture that character through a new brand and marketing framework that reflected the place, its community heritage and its offering, while differentiating Pine Ridge from Tank 7 and Ngoolark Jump Park and positioning it within the broader Experience Nannup Trail Town.
The Idea
Understanding where Pine Ridge sits within the broader brand architecture was the foundation of everything that followed.
Pine Ridge is a place where families can ride together, developing riders can build confidence and everyone can find their flow. It’s not a softer version of Tank 7, nor is it a competitor. It has its own role to play, making the wider Trail Town network more inclusive and completing the experience.
The brand and marketing needed to capture that position: flow, approachability, progression, inclusiveness and, importantly, the fun of simply riding together.
The Solution
Drawing inspiration directly from the design and history of the park, the Pine Ridge brandmark centres around a monogram combining the P and R of Pine Ridge. Created as one continuous form, its flowing lines reflect the berms, switchbacks and rhythm of the trails.
The curved double lines reference the fairways and rough of the former golf course, while overlapping letterforms reflect the park’s unique underpasses. Perspective and angle reference the topography and add movement, while established typography and colours connect Pine Ridge to Tank 7 and Ngoolark Jump Park within the wider brand family.
Alongside the identity, we developed a brand position and marketing framework to help the Shire tell the bigger story. Pine Ridge wasn’t simply another new trail. It completed a growing network and strengthened Nannup’s position as a mountain biking destination in the South West. Both the Shire of Nannup and ourselves understood that a great trail network without a clear, consistent and well-targeted communications strategy will underperform. The framework was a tool for the Shire team to ensure the right messages reach the right people through the right channels, and that every execution across every platform contributes to the same destination story.
With the physical trail network now complete, the Experience Nannup website also evolved to showcase it. New imagery, content, page layouts and simpler navigation brought the complete trail offering together, while ecommerce continued to give visitors another way to support the trails through Experience Nannup merchandise and donations.
Leading up to launch, the brand was brought to life through merchandise, stickers and marketing collateral, right through to a life-size stand-up cut-out of international MTB champion and park designer Sam Hill.
The Last Word
Launched on September 23rd, 2026, Pine Ridge completes a vision the Shire of Nannup has been working towards for years.
Tank 7, Ngoolark and Pine Ridge each have their own personality and purpose, but together they create a Trail Town where different riders and generations can share the same destination and find their own flow.
And with a park designed around progression, flow and having a good time, plus a few trail names that might sound familiar to Happy Gilmore fans, A Happy Place feels like a pretty good place to land.
What We’ve Done
- Brand Development
- Design
- Printing
- Merchandise
- Collateral
- Signage Solutions
- Copywriting
- Website