For the branding of Aalborg 2032, I drew inspiration from the city‘s self-referential architecture. Old ship houses meet modern buildings, water and light characterise the surroundings. This diversity gave rise to a grid in which I experimented with the two A‘s of Aalborg. The result was a new symbol that is reminiscent of a building and also depicts the A‘s. This principle is consistently applied throughout the poster series and digital formats. Grid breaks, rotations and interlocking elements invite discovery. Typography was integrated behind the shapes so that content is revealed subtly. The design reflects themes such as change, complexity, encounter and discovery. High-contrast colours make the design inviting and suitable for a diverse audience.