We worked closely with the Secret City team to bring an air of playful mystery to their identity. Our first concept – the “curious-city” – was an early favourite, and through gradual refinement, we were able to bring the optimistic spirit of the brand to life in this word mark and icon pair.
More critical than the evolution of the brand visuals was the hierarchy and architecture of the brands themselves. Secret City is a company with a wide range of properties and services, and they were running into friction communicating those to an external audience.
Our goal was to unify and simplify – create a clear relationship between Secret City, it's services, owned properties and partners. The way we accomplished this was by bringing everything we could under the Secret City name – lose the 'adventures', it's cleaner – and keep Company and Co, their Design services business as a strictly B2B service, separate from the Secret City brand.