When the unofficial @brisbane Instagram account asked us to take a shot at a city logo, we approached it the same way we approach every brand: start with what’s true. Looking at the city from above, the Brisbane River revealed a natural “B” shape. That simple observation became the foundation of this bold identity concept. Once we shared the design online, the response was immediate. The concept went viral, picked up by major news outlets, radio shows, and media across Australia. The Brisbane Lord Mayor, Adrian Schrinner shared the work publicly, sparking a wider conversation about how Brisbane presents itself to the world. The momentum ultimately brought me to Australia to visit the city in person. The experience reinforced something core to our practice: thoughtful, story-driven design has the power to travel far beyond its starting point.