"Kochi is not just a place; it's a feeling..." As someone who lived away from her hometown for a long time, the journey of adjusting to and becoming inseparable from Kochi was startling for me! One thing that has constantly struck me is how much can transform within this city in such a short span of time—it is truly a place of flux! From the sweet smell of spices in Broadway and Mattancherry, the lulling ferry rides to Fort Kochi, late-evening walks around Abdul Kalam Marg and Subhash Park, to the tall rain trees that grace many a nook in Kochi, the city offers a homey abode for its 3 million residents. Much of Kochi is rooted in its relationship with water—its historical significance as a port, its very name, the coastal geography, and the many water-related activities within the city—making it natural that any form of representation should nod to this prevalent motif. Additionally, the prevalence of curved forms interwoven into the city inspired the logo type. The logo and type forms of the Kochi Metro and the Kochi Muziris Biennale were also considered, as these patterns are well-known in the city, forming semblances of an existing design language. Lastly, the campaign is divided into four key categories—culture, cuisine, nature, and water—reflecting the major sectors in which tourism thrives and can grow.