Under Down Under
Rebranding for a growing market
Cathy McAuliffe Design has worked with Under Down Under (UDU) for many years, designing brochures, stationary and signage. In 2016, the original brand was given a freshen up, to appeal to a wider market of independent adventure travellers, as well as traditional backpackers. Also, the specialist business Spoke was created, and now operates from Hobart's Domain, offering bike hire and bike shuttles. The Spoke brand had to marry into the existing brand Mt Wellington Descents, as well as relate to the master UDU branding.