Ski Club of Victoria Brand Strategy / Brand Identity / Print Design / Digital Design / Signage

Ski Club of Victoria has stood at the heart of Mt Buller since 1924. As the first club established on the mountain, it played a defining role in shaping not only the destination but also the culture and progression of skiing in Victoria. Over the last 100 years, it has become much more than a club; it’s a legacy brand offering racing events, athlete programs, accommodation, restaurant dining, merchandise and a strong sense of community for its members.

With a century of history behind it, the Club was ready to look forward. We partnered with the team to create a refreshed brand that honours its legacy while embracing the future.

The existing logo had become dated and limiting, no longer reflecting the scale of the offering or the direction the Club wanted to grow.

Our approach was one of considered evolution. We studied the Club’s visual history and drew inspiration from past logos, retaining core structural elements to ensure the brand remained recognisable and respected by its loyal community. From there, we crafted a refreshed identity that feels both grounded and forward-facing, one that captures the spirit of the slopes while giving Ski Club of Victoria the clarity and confidence to expand its reach.

The result is a brand that acknowledges where it started and is ready for wherever the mountain leads next.