Gloucester, Massachusetts has always been known as the quaint fishing town. Yet, with the fish population dwindling and more government regulations on fishing are being enforced modern day fishing is not as lucrative as it used to be. Due to these circumstances re-branding Gloucester to shift the spotlight from solely fishing to the arts can be a new way of giving life back to Gloucester and giving visitors the opportunity to Sea the city in a new light. The re-branding included logo, website, print materials and environmental design.