Leading London branding agency that powers better brand, digital and people performance.
هيلو
Hallo
مرحبًا
Hi
Hola
你好
Hello
Ciao
Hallo
Bonjour
Olá
Hallo
Our bespoke technologies increase efficiencies and drive data-led decision making.
Welcome to our branding world
Frasers Property
Singapore
Building the largest Fitwel-certified portfolio in the world for Frasers Property
Project
Apex Motors
Wyclef Jean's supercar launch
Repositioning Apex Motors flagship lightweight EV hypercar toward a more lifestyle-oriented, high-fashion brand.
Nulty Lighting
Dubai
From boutique UK design firm to multinational lighting solutions leader
Result
Academia
22%
business growth increase
We helped Academia with a marketplace repositioning strategy that took their brand from a value-added reseller, to a multi-service provider.
News
Astrea London
£360,000 sales in 1 month
Astrea London welcomes Global new Creative Director, Sarah Jessica Parker.
Blog
Guide
Designing for your audience, not yourself: The hardest lesson in brand work
Project
Olam
Earning a global agri-business ‘Top Employer’ certification in 10 countries
Xrail
UAE
Achieving a 2,281% increase in sales for a global engineering expert
Ottoman Hands
Dubai
From handcrafted jewellery startup in London to 200+ global stores
Project
MFMS Group
Building a family office group into a global mega-brand
Project
McDonalds
81%
believe that their employer brands set them apart from competitors.
We helped the global team at McDonald’s HQ in Chicago create the ‘Curiosity Club’, a new internal brand to promote a culture of curiosity,
Project
M Core Property
Unifying a £6 billion property collective across 7 countries under 1 brand
Project
CLS
17%
lettings increase for an international property specialist.
We helped CLS align their vision with their tenants’ objectives, reinforce diversification in key markets and elevate the importance of sustainability.
Employer Branding
Retention
98%
say employer branding is key to achieving their retention goals.
Strategies that align your organisation’s mission and culture and give employees a powerful reason to work with you. Let’s discuss a brand strategy with a tailored approach that ensures your culture is fit for the future.
Employer Branding
Differentiation
81%
believe that their employer brands set them apart from competitors.
Campaigns and strategies that keep staff better engaged, informed and inspired, using data-driven insights. Book a Truth Workshop to find out how we can make your people a priority and your culture more commercial.
Video
Underscore
Meet Neil, Founder of Underscore
Video
Underscore
A showcase of some of our work
Project
GPE
Delivering customer-centricity, sustainability and social impact
Project
RTL
Helping a global media powerhouse reach 160 million viewers daily
Project
GPE
Delivering customer-centricity, sustainability and social impact
Project
McDonald's
Giving the world's premier fast-food chain a 92% innovation boost
Project
MFMS Group
Building a family office group into a global mega-brand
Business Strategy
Growth
3.5x
more growth for brand-led businesses with a long-term strategy.
Balancing short-term objectives with long-term value? A unified brand fosters alignment and compounds growth across complex portfolios throughout multiple geographies.
Brand Strategy
Reputation
31%
higher shareholder returns for brands with a strong-reputation.
Answering to an investor audience? We’ll build the brand strategy to turn reputation into measurable enterprise value that compounds across international markets.
Project
Olam
Earning a global agri-business ‘Top Employer’ certification in 10 countries
Blog
Insight
The brands that will win the next decade are building trust, not just awareness
Blog
Insight
What is a brand strategy framework? And how to build one that actually works
Project
Nulty Lighting
From boutique UK design firm to multinational lighting solutions leader
Property
Frasers Property
Building the largest Fitwel-certified portfolio in the world for Frasers Property
Project
SRVO
Achieving 100% growth in 12 months for a property survey scale up
Project
M Core Property
Unifying a £6 billion property collective across 7 countries under 1 brand
Project
LandTech
Transitioning a UK proptech firm to a global $36.3 million house of brands
Brand Strategy
Positioning
40%
price premium on branded developments.
Ready to position your property portfolio assets for premium tenants? We’ll help you build a repositioning strategy that commands it.
Business Management
Differentiation
30%
higher rent rates for branded residences.
Looking to differentiate one building from the next? Our brand architecture strategies turn assets into valuable propositions.
Project
CLS
Celebrating 30 years of business with £143 million in property sales
Blog
Insight
How AI is reshaping brand strategy and what it means for your website
Project
Colorminium
2x
net worth increase for leading facade strategist
We helped Colorminium, a leading London facade strategist, rebrand and rethink their business model in order to win more clients.
Project
Station Hill
The "super prime" redevelopment that set record-breaking rents
Project
Acadamia
Turning a value-added reseller into a £140 million tech giant
Project
Retail Insight
Reducing 225,000 tonnes of CO2 for an industry leader
Project
Cambridge Spark
Increasing an AI-driven EduTech provider's net worth by 7x
Blog
Trends
The impact of AI in the Employee Value Proposition space
AI Integration
AEO
89%
of B2B buyers have an AI-first approach to doing research.
Is your business low in AI visibility? Our AEO and SEO work gets your brand cited where your customers are most likely to be looking.
Brand Strategy
Position
65%
valuation premium for tech firms with strong brand presence.
Preparing to scale or exit? We’ll build the brand position that gives investors a better reason to back your business.
Project
Global Titans
Delivering the worlds first NFT ticketed boxing fight
Project
Pocketbook
From Swiss scale-up to the world’s 3rd largest e-reader manufacturer
AI Integration
AEO
45%
improvement in organic traffic within 6 months.
Boost your search visibility with AI-driven SEO strategies like schema markup. Reach out for a digital discovery session.
Project
Teque
How a rebrand resulted in a 95% client retention rate
Project
MFMS Group
Building a family office group into a global mega-brand
Project
Antarctica
Hong Kong hedge fund leader
From boutique hedge fund firm to $4.5 billion asset solutions provider
Project
Insignia
Saying yes to a ‘Best Luxury Concierge Service in Europe’ Award
Brand Strategy
Credibility
58%
choose a financial provider on trust above all else.
Brand is the tie-breaker in a category where products look the same and trust makes the difference. Let’s make your brand the credible choice.
Employer Branding
Retention
70%
of finance CEOs see the talent gap as a growth threat.
Fighting to win the best advisory talent? Our internal comms and EVP work makes your firm the one that people choose.
Blog
Insights
The brands that will win the next decade are building trust, not just awareness
Project
Quant
Positioning a blockchain company into the world’s top 100 cryptocurrencies
Project
Degen Distillery
Achieving a 24-hour sellout
Creating a tech-driven spirits brand backed by BrewDog and Google.
Project
Global Titans
Delivering the worlds first NFT ticketed boxing fight
Project
Antarctica
Hong Kong hedge fund leader
From boutique hedge fund firm to $4.5 billion asset solutions provider.
Project
Insignia
Saying yes to a ‘Best Luxury Concierge Service in Europe’ Award
Brand Truth
Credibility
96%
of institutions believe in the long-term value digital assets.
Ready to win serious market share, not just early adopters? Our Truth Workshop uncovers the credibility story that only you can own.
Digital Discovery
Trust
59%
of people still doubt the security of crypto currencies.
In a low-trust category, brand is your advantage. We’ll build the positioning that signals institutional trust and audience assurance.
Blog
Insights
The two faces of crypto branding and why the market is shifting East
Xrail
UAE
Achieving a 2,281% increase in sales for a global engineering expert
Project
Apex Motors
Wyclef Jean's supercar launch
Repositioning Apex Motors toward a more lifestyle-oriented, high-fashion brand.
Brand
Customer Loyalty
57%
of car buyers are open to switching brands.
Looking to win the switchers? Make your brand an early consideration with our digital experience delivery strategy.
Business
Brand Equity
64%
brand defection when drivers move to an EV.
Losing customers in the shift to electric? Build a business with strong brand equity to keep them loyal through the transition.
Project
Co-op Foodology
Founding a culinary school to educate 70,000 Co-op employees
Project
McDonalds
81%
believe that their employer brand set them apart from competitors.
We helped the global team at McDonald’s HQ in Chicago create the ‘Curiosity Club’, a new internal brand to promote a culture of curiosity,
Project
Seafish
Promoting the health benefits of seafood to 121.1 million consumers
Project
Retail Insight
Reducing 225,000 tonnes of CO2 for an industry leader
Project
Slingsby Gin
16 million views for Slingsby Gin
Anton Du Beke scores 6 million views during the Slingsby Golf Academy series, inspiring more women to play golf.
Wild&Org
UAE
Setting up a local family food business for international success
Project
Degen Distillery
Creating a tech-driven spirits brand backed by BrewDog and Google
Strategy
Audience Insight
76%
switch to brands that make them feel understood.
Feeling out of step with your audience? Align your brand with shifting consumer values and stay connected to your buyers.
We talk about solutions, not problems.
Underscore is a strategic branding agency.
We turn business potential into brand performance, bringing insight, thirty years of director-level judgement and creative delivery to the brand challenges that decide whether a business grows, competes or gets left behind.
We get
underneath
underneath
underneath
We’ll deep-dive into your world to uncover what is missing, reviewing your business objectives and then applying our bespoke Brand X-ray™ technology to form a comprehensive strategic plan.
We add
weight
weight
weight
Next we use our 30 years of experience to craft distinctive and memorable solutions that carry relatable meaning and messages uniquely tailored to resonate within your brand sector.
We make a
connection
connection
connection
Through careful content planning, dedicated comms frameworks, and long term activation guidance, we ensure your brand connects with the audiences who matter most.
Our clients
their words.
Academia
“Thanks for your support, hard work and dedication – we genuinely could not have done this without you.”
Georgina Swan
25% increase
in turnover growth
£140 million
record revenue
RTL Adconnect
“We have built a relationship over time that has enabled Underscore to understand our audiences and create a brand with a focus on the experience required for a global business.”
Carine Jean Jean
216 million
video views reached per month
160 million
daily viewers reached
Astrea London
“The work that Underscore completed was perfect, we couldn't be happier!”
Nathalie Morrison
£15 million
valuation in 18 months
£4 million
funding raised
Cambridge Spark
“We really appreciate the work done by Underscore to create something great.”
Tom Phillips
7x increase
in net worth
61% increase
annual growth rate
Frasers Property UK
“Underscore have been great. Delivering top-quality results, they feel like an extended part of our team that can both lead the way on key initiatives and provide marketing support.”
Katherine Westcar
19% increase
year-on-year revenue
5-star
GRESB rating
GPE
“This has been a journey that has made me so proud of the team. The passion, energy and dedication this team have has inspired the new brand and I couldn’t be prouder.”
Anisha Patel
£3.1 billion increase
in portfolio value
15% growth
in rent roll
Co-op
“Working with Neil and the Underscore team was totally refreshing. The Underscore approach is very much to connect and truly understand their client, brand and the challenge.”
Breige Donaghy
70,000 employees
successfully educated
3% increase
total food sales
Insignia
“Underscore have been a great asset on our journey to evolve our unique brand offer of “Say Yes to Impossible” in the digital space. We are delighted with the finished product.”
Youlia Nagaytseva
98% success rate
on cardmember requests
Award winning
luxury-lifestyle management services
Homegrown
“Love the website! It reflects our unique ecosystem and facilities, providing a platform for members to share knowledge and contacts through webinars and events.”
Jessica Barwell
4,500
membership increase
Award winning
private members' club
McDonald's
“We now have Curiosity Club up and running, and it’s been a great success so far and we couldn’t have done it without Underscore’s help and support.”
Adam Steel
92% increase
in innovation
52% increase
in productivity
Retail Insight
"Thanks for all of the support guys, we really appreciate your help with rethinking our business model, especially with regard to the product family."
Dave Howard
$28.1 million
revenue reached
52,000 stores
operating their software
Teque
"You’ve been a significant part of our journey this year, and we’re looking forward to a stronger relationship in the years to come."
Saleem Beg
95%
client retention rate
200% ROI
delivered within 12 months
Wunder
Schon!
Though our partnership with Schon&Co, we provide corporate branding and communications for those who believe their business should stand for more than just profit.
Uniting decades of collective experience, we help large organisations define their voice and identity, bringing them to life through actions that help them better connect.
Business Strategy
Foundations that define who you are, what you aspire to, and how to compete in changing markets.
Digital Delivery
Solutions that transform how audiences discover, experience, and engage online.
Internal Comms
Strengthen culture and improve employee engagement and retention with an effective EVP.
We talk about solutions, not problems.
EST 13:59
/
CET 07:59
/
PKT 04:59
/
CST 14:59
/
JST 00:59
/
AEST 23:59
/
PST 16:59
/
UTC 09:59
/
GMT 08:59
/
BST 08:59
/
MST 15:59
/
AKST 17:59
/
HST 19:59
/
BRT 12:59
/
ART 12:59
/
CLT 12:59
/
EET 06:59
/
MSK 06:59
/
WET 08:59
/
AST 06:59
/
GST 05:59
/
IRST 06:29
/
IST 04:29
/
BST_BD 03:59
/
NPT 04:14
/
THA 02:59
/
WIB 02:59
/
SGT 01:59
/
PHT 01:59
/
KST 00:59
/
CST_CN 01:59
/
HKT 01:59
/
TWT 01:59
/
NZST 21:59
/
FJT 21:59
/
EAT 06:59
/
CAT 07:59
/
WAT 08:59
/
SAST 07:59
/
UTC+1 09:59
/
UTC+2 09:59
/
UTC-1 09:59
/
UTC-5 09:59
/