Creative Boom profiles F37’s Mancunio billboard campaign, which launched a new typeface inspired by Manchester’s historic signage while rejecting overused city clichés. Led by copywriter Ellen Ling with designer Craig Oldham, the campaign used black-and-white humour and local references to celebrate Manchester’s wit and authenticity. The project highlights a shift away from nostalgic branding toward a more grounded, contemporary expression of local identity.