As we reach our 25 year milestone, they say that a journey is better measured in memories than miles…. so here are some key things that we have learned along the way.
First impressions count
The right name is a lightning rod for meaning that should illuminate perception and map the world you will be operating in – so make sure that yours can connect if possible with what you deliver. We chose Underscore because our process is to get underneath, add some weight and then make a connection… which is exactly what an underscore does.
From there the role of the logo is to reflect that focus within a logical context, that symbolically connects the idea behind the business and evokes a set of emotions that it seeks to provoke.
Face down your fears
If there is one universal trait that holds a business back it is almost certainly fear… as this one emotion kills more dreams than failure ever will…. And it is also the path to the dark side as Yoda once famously and quite correctly said. Once you realise that fear is the real enemy and that everything you want is on the other side of it, then you will plan differently, you will project differently and you will most certainly perform differently.
One easy solution that we’ve found with multiple clients is to work hard on clearly defining your brand values, then share them throughout your organisation so you can live by these instead of your fears.
Go the extra mile when you can
The brilliance of any good business is in its relationships and those relationships are built on the building of mutual understanding and the trust that is built by the proof of your commitment.
You never know where a single opportunity could lead you and certainly we never knew that putting in a bit of extra time for Wolves football club would lead to us getting Beavertown beer, which in turn led us to getting featured on various television series, which in turn led to a whole host of new and wonderful opportunities opening up for us from there.
Believe in the power of curiosity… and yourself
Business is in many ways a journey of self discovery and the discovery of others. Knowing who you are and where you want to go is therefore critical. Ask yourself the questions that matter and celebrate the process – as many a great thing has been found examining what we take for granted.
When our minds are trained to look deeper we can perceive the extraordinary in the ordinary… and we can find beauty and inspiration in the smallest of things.
This is an approach that opens our minds to endless possibilities… and we have worked extensively with huge organisations such as Co-op and McDonald’s encouraging exploration, introspection and greater curiosity for what they make and do.
Giving back is great
We’re very proud of the Underscore community that has evolved over the years – not least that we’ve been lucky to work with some amazing people who have become great friends, but also that we’ve helped dozens of young creative professionals at the very start of their journey to realise their capabilities and to explore their potential along the way. Contributing to the greater good was certainly not our goal at the outset, but it is possible to realise your value by adding value to the world around you and the causes you care about.
We have also realised that finding the right path is not the easiest one when facing all of the other obstacles that life likes to put in our way… and giving back always involves a certain amount of giving up… but it is certainly the road to happiness…..and the road to receiving our true rewards.
Conviction is key
Ultimately everyone is different and the determination and conviction to succeed can only come from within… but if you can have total belief that you will do something meaningful then you will almost always acquire the capacity to deliver on that, even if you could not in the beginning.
There are certainly many many things that we couldn’t do back in 1999 that are now commonplace now – not least submitting this article to social media, for the benefit of whoever that may be!!
In the end life isn’t a matter of milestones but of moments, so sincere thanks to everyone who has been a part of our incredible journey in any way at all. Connection gives purpose and meaning to our lives and we really have been blessed with so many incredible moments and personalities along the way…. and it’s always great to hear that so many are still in touch and have stayed great friends.
As for the future, well who knows… we all have the ability to manifest our dreams into reality and the truth is it’s already ours…. So let’s go create it!