In any metropolitan city, keeping up with urban issues and participating in the local conversation often feels out of reach…
Based in Vancouver, Uytae Lee’s About Here is a creative studio and YouTube channel dedicated to helping people understand how their city works. Since 2018, About Here has excelled at translating complex urban topics into engaging, accessible videos. Their impressive sensitivity towards approachable content, diverse communities, and understated humour has also sparked a wave of interest in city planning—myself included.
Leading About Here’s foray into print, we’ll see how extending the digital brand into an interactive, tactile medium can enrich their brand story, tighten bonds in their community, and differentiate them from similar brands.
About Here stands out with its personable, inspired, and slightly oddball tone—a welcome contrast to the dry, institutional voice common in civic media. Among other civic journalists and studios, that tone is one of Uytae’s key differentiators, helping complex topics feel approachable, creative, and worth caring about.
The opportunity here isn’t to scale up and stretch across new cities or countries, but to zoom in—clarifying About Here’s identity and deepening its presence within the community it represents.
Growth, in this case, means owning the ground the brand already stands on.
The Concerned Citizen’s Colouring Book allows a brand like About Here to exist beyond temporal media and live alongside their audiences.
Authentic, integrated touchpoints—on a coffee table, tucked in a tote, or left behind on a bus—turn consumers into active carriers of the brand, embedding its presence in spaces, conversations, and everyday life.
Perception is the point.
How readers experience The Concerned Citizen’s Colouring Book will influence how they perceive About Here, and those perceptions ultimately define the brand. Powerful stuff.
Below, we’ll explore five key perceptions a reader might encounter with this product: tactility, ease, humour, empowerment, and inclusivity.
Take a good, hard look.
This project acts as a low-barrier, high-impact brand extension that opens the door to new possibilities for About Here in print.
It can be distributed at events, embedded in workshops, shared in classrooms, or even sold as merchandise in About Here’s online shop—all while reinforcing their identity and reach.
© 2025 Jordan Gumuchian
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