Welcome to our world. It looks a little different here now, but what better time to sport a new look than in our fifteenth year milestone. We’ve entered into a more refined and established positioning, and it’s coincided with a host of new account wins and major upcoming project deliveries for clients such as Gatwick Airport and The Body Shop.
More than simply rebranding our world, we’re evolving with the changing nature of the environment we all live in. It’s alive with colours, ideas and inspiration, and so are we. Since the beginning we’ve been about getting underneath brands and adding weight, and while this will always be our backbone, our story has become more than simply method and approach.
Our story today is exciting, because every day we are Inspiring Brand Connections that resonate in the collective mind but belong to the personal heart.
And its a story that will be evolving across this website, across our social media, and of course in person with every new brief and every new challenge that is brought to the door of our Oxford Circus HQ.
We hope you like our world. And maybe our vision.
Artists at work.
Underscore designer Natalie Harris, recently attended the Henley literary festival event ‘Rock and Rioja’ which featured the photography of Scarlet Page, daughter of Led Zeppelin guitarist Jimmy Page. Having made its debut at the Royal Albert Hall earlier this year, photographer Scarlet Page’s Resonators exhibition went on display at the Old Fire Station in Henley. From music legends like Brian May and Paul McCartney to modern-day icons like Noel Gallagher and Paul Weller (as well as Scarlet’s dad, Led Zeppelin’s Jimmy Page), this collection of stars and their guitars was not to be missed.
Last week we gathered the team for our Friday afternoon #brandchallenge, taking on the widely popular concept of “honest slogans”.
In keeping with our #brandchallenge rules, we gave six of our creatives ten minutes to respond to the brief – creating slogans for six of the world’s most iconic brands. The results were honest and raw, and had everyone in stitches, so we’re sharing six of the best creations here.
Perhaps the real honesty that we created is not a reflection of the brands themselves, but the people (like us) that connect with them every day!
Customer experience is the ultimate test of your brand, and in a world where brands are being tested every second of the day, there’s no second chance for an experience that doesn’t match expectation.
We’ve worked with clients for many years now to align a brand to its experience, and as we move towards 2015 we’re taking this to a new level. This is a snapshot of the customer experience that we’re focussing on; touchpoints will always be key and are only becoming more innovative thanks to technology
It’s a matter of asking yourself what is happening before, during and after your customer experience. It all counts, and we’re currently working with clients to help them to innovate and lead a whole new approach to customer experience.
Watch this space.
A new app trialling in Amsterdam could mean we’re on the cusp of a major shake up to the agency pitching game.
In a Tinder-like swiping fashion, modern marketers are able to easily ‘flirt’ with agencies to create shortlists for their pitch.
It’s a win for smaller agencies that will be grouped in a level-playing field with the bigger, more widely known names, but what does this mean for the overall pitch-picture? If agency shortlisting becomes a quicker, less-involved swipe & go process, then perhaps the same will be expected for the physical pitch turn around.
Pitching, production and delivery could all be about to get a whole lot faster, and at Underscore we’ve been rigorously refining our response and delivery processes so we can remain at the leading edge of industry change.
It’s been another big week here at UnderscoreHQ, but that doesn’t mean we’ve forgotten about what’s shakin’ in the creative world news.
In the land of typefaces we checked out a new font from Rory Harnden who has stepped up his typeface game with the ever so fun NOSY ‘face-type’.
Using standard OpenType Ligatures, NOSY allows you to create a face purely from type, and it turns out that some of us have an interesting perspective on what we actually look like. See if you can spot which face we’re talking about by checking out our results video!
Create your own here and tweet us the result! As well as being a great live demo, the actual typeface can be downloaded for free, or with a donation.
(Ps. We found that the demo works best in Chrome).
The champion of small businesses, Alex Polizzi, returned to BBC Two last night in her new series of The Fixer, featuring Underscore in her plan to save the struggling Hunters Brewery.
With a vision to keep Paul & Eline Walker’s dream alive, Alex Polizzi tasked the re-branding strategy of Hunters Brewery to Underscore to position their British real ale for an international market.
Hunters Brewery started six years ago when Paul Walker dreamt of running his very own micro-brewery in the heart of Devon, however it had slowly turned into a struggle as the business was losing direction.
The episode aired with a whirlwind glimpse into the work-shopping process at Underscore’s Thinking Garden, capturing the thoughts of Alex, Paul & Eline, together with some of our leading strategists, in a collaborative effort to give the business renewed purpose.
As the branding agency of West Berkshire Brewery and Beavertown Brewery, Underscore was selected for the project when Alex identified that the micro-brewery needed a broader market appeal, and a creative branding agency with brewery experience to achieve it.
We were asked to refresh the logo and evolve the look of three beer pumps, with a vision to position the brand for an international market. With this in mind we planned out what the brand was currently saying in it’s deer head logo, and what options could be explored to enhance the value of their connection to differing audiences. What we produced was a number of solutions that retained the element of ‘Hunting’, whilst being respectful to the delicacy of the subject itself.
The selected logo concept featured a modern representation of a deer leaping over the brewery name, creating a strong visual relationship and a distinctive identity. From here we refreshed three bottle labels, and created a consistent look and feel across the board to bring them together as a family. We used soft natural earthy tones, representative of the countryside, and the typography was bold and distinctive, which interacted visually with their bespoke illustrations.
The result was a brand that not only established an emotional connection to an international audience, but an emotional connection for Paul & Eline to their brand which they had poured their heart and soul into for so long. It was exactly what every brand needed – a connection externally to those who purchase, and a connection internally to those who create and supply it.
The Hunters Brewery will be launching their new labels once their existing stock runs out, so more exciting developments are on the horizon for all who appreciate quality real ale and branding.
From thought leaders to small screen stars, Underscore is thinking big and making waves.
Missed it? Tune in here.
Last week, Instagram stepped up its social game with the introduction of Hyperlapse – a new app aimed at giving users the freedom to capture and share moving time-lapse videos.
Unlike the traditional use of time-lapse technology where the video requires your phone or camera to be held still, Hyperlapses offer a special kind of time-lapse captured with movement of the user.
Instagram has described Hyperlapse as having “…built-in stabilization technology that lets you create moving, handheld time-lapses…in a cinematic look, quality and feel — a feat that has previously only been possible with expensive equipment.”
Being an agency that’s immersed in the creative industry, we thought we’d check it out! We found that the app gives promising results with its easy-to-use functionality allowing the user to film and share their video production almost immediately across multiple social channels. Trying a few videos around the office we ventured down to Oxford Circus to create our own Hyperlapse with varying results.
We feel that the app will further strengthen the popularity of video content being used in social media, particularly when it comes to engaging audiences in social media campaigns.