Undercurrents is a not-so-touristy travel guide made for the people who are already here. This isn’t about checking into a hotel or hitting the top 10 list. It’s about noticing what’s been around you the whole time, the places with stories, with character, with soul.

The problem is visibility. Small businesses, independent venues, and niche community spaces often get buried beneath the tourist traps. They don’t always have a marketing budget or a flashy Instagram presence and that means they’re easy to overlook. But these are the places that actually shape the personality of a city. When we rely on algorithms and travel sites to tell us where to go, we miss out on the stuff that makes a place feel real.

The answer was not to make a traditional guide, it was to build something with a point of view. Undercurrents is a curated zine-style travel guide that spotlights the stuff you might miss if you’re not looking. It’s for people who live here or pass through often, and want something different. It’s full of personality, honest takes, and unexpected finds, all designed to feel a little offbeat and a little unfiltered. No fluff, no hype, just the real good stuff. 

The tone of Undercurrents is casual, dry, and a little self-aware. It’s not glossy or overly polished and leans into anti-ad energy, like if a magazine and a shrug had a baby. It pokes fun at itself, at traditional travel guides, and even sometimes at the places it features; but at the core, it’s sincere. It’s about celebrating the places that deserve attention without dressing them up. Think of it like getting a recommendation from a friend who’s cool but doesn’t make a big deal about it.

Identity

The visual identity balances clean structure with a willingness to break the rules. Helvetica is the anchor; used for headers, titles, and navigation. It’s straightforward, unfussy, and a little bit blunt in a way that fits the tone. For body text, I went with Times New Roman, something more traditional and grounded to contrast the sharpness of Helvetica. That pairing gives the layout a kind of low-key tension: polished but not sterile. The design doesn’t always behave, and that’s the point. It mirrors the vibe of the guide; honest, informal, and willing to get a little messy if it means being more real.

The writing in Undercurrents is intentionally informal — more like texting a friend than pitching a brand. I leaned into dry humor, quick asides, and the occasional deadpan jab. It's anti-advertising on purpose: no flowery language, no fake enthusiasm, no “hidden gem!” buzzwords. I wanted the places to stand on their own, with my role being more of a slightly skeptical tour guide. The goal was to build trust through honesty — if something was weird, I said so. If it was great, I explained why without overselling it. That tone also gave me space to write from a place of curiosity and critique, not just promotion.

Sections and Spots

I broke the magazine into three main sections to help keep things focused but flexible. Each section comes with a different tone and rhythm, but they’re all driven by the same goal: making you see the city a little differently. It’s not about being exhaustive. It’s about being intentional.


I approached each entry like a small critique; part review, part observation, part inner monologue. I focused on how a place felt, not just what it offered. That meant I could be honest, even when something was weird or didn’t fully land. Was the lighting weirdly cozy? Did the bathroom have stickers all over it? Did it seem like the kind of spot where you’d accidentally stay for hours? Writing this way gave Undercurrents more personality, room for humor, side comments, and small details that wouldn’t normally make it into a “best of” list. 

Underground Gems

Underground Gems is all about the places that never make it onto “Top 10” lists but absolutely should. These are the kinds of places that carry real local character, even if they don’t have sleek branding or a big online following. This section let me slow down and really sit with each space and notice the handwritten signs, the regulars, the oddball details that make them special. It’s not about perfection; it’s about presence.

Pints & Bites

Pints & Bites is less “fine dining” and more “where do locals actually go when they’re hungry and broke or just want a beer that doesn’t cost $12.” This section highlights the cozy cafes, late-night comfort spots, and divey bars where atmosphere matters just as much as the menu. I wasn’t looking for the trendiest places, I was looking for the ones with character, decent prices, and maybe a weird story attached. These are the spots where the food is good and the vibe is better. 

Offbeat Adventures

Offbeat Adventures is the section for people who want to do something but don’t want to spend money doing it. It’s full of free and low-cost experiences that aren’t just filler. Think oddball museums with outdated displays, walking trails with unexpected views, and little neighborhood parks that feel like secret gardens. This was my excuse to explore the quiet corners of Norfolk; places where there’s no pressure to buy anything or post about it afterward. Just space to walk, look around, maybe get a little lost.