The Undercurrent is dedicated to supporting Gold Coast based creative practitioners through the development of "non-cheesy souvenirs". They provide local artists with a platform to showcase their work while raising valuable funds for surf lifesaving and sharing the unique creative undercurrents of the Gold Coast.
Art-Work Agency was excited to work with The Undercurrent to develop their brandmark, a custom t-shirt illustration and campaign and product photography.
Drawing inspiration from the notion of an undercurrent, Art-Work Agency designed a bold wordmark that expresses the notions of movement, change and flow.
The logo was executed in a mono-colour palette to ensure the brand sits comfortably next to the eclectic range of styles the label has on offer.
The Undercurrent’s name is two-fold; a nod to the Gold Coast's thriving surf culture and unveiling a side of the Gold Coast that may not be common knowledge, but definitely should be.
– The Undercurrent
To create their first collection The Undercurrent commissioned five artists who each chose a suburb to illustrate. Art-Work Agency’s creative director Claudio chose to illustrate Mermaid Beach, creating a striking typographic back print referencing the streets running south to north within Mermaid Beach.
These street names were rendered in a hand brush-work style reflecting motel and cafe signage of days gone by and teamed with the iconic Merlina Mermaid, a symbol of Mermaid Waters, as a front pocket print.
Finally, we shot the fabulous t-shirts on location around the Gold Coast and captured a series of energetic photographs reflective of the artist intent behind each design.