To do this, we invited audiences in to discover and experience the city in the best way possible — like a local. The brand idea, ‘The Undercurrent’, transforms the laid-back locals into storytellers and guides, delving beneath the surface to reveal the secret “goings on” that often go unseen. What we unearth is a city that does things in its own way, at its own pace — a poster city for the slow-city movement, where a traffic jam is lining up for a coffee at the farmers’ markets on a Saturday morning, and big city pressure is trying to wrap up a chat on the street.

 The new identity captures the quirks and hints at the eclectic, laid-back nature of the city. The wordmark reflects the estuary and the banks of the two rivers; illustrations show charming, offbeat characters navigating local scenes; photography captures real moments from a local perspective; and language channels the local voice—playfully juxtaposing big-city expectations with the unexpected stories from the undercurrent.