Branding
Illustration
Photography

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.

The Undercurrent Fashion logo by Art-Work Agency
The Undercurrent typographic logo

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.

Swing tag The Undercurrent logo design

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


Illustration

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.

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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.

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Campaign photography

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.

 
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