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The thinking beneath minimalism

The thinking beneath minimalism

Hello, it's Orlando again, head of design at underscore and here to share an insight into my favourite design movement. All designers have their styles and influences but personally I have always favoured minimalism because it is an exercise in conceptual thinking and a means to achieve effectiveness through simplification. Minimalism in the art world began in post world War II especially in America in the 60’s and 70’s. It’s a continuation of the conceptual ethereal thinking behind Surrealism, Fauvism, Expressionist but with a departure from the...

Our process

At underscore we get underneath brands, find their point of difference then add weight to their communications, its as simple as that. Our portfolio of work ranges from advertising and branding to mobile, websites and online campaigns.


We discover

First we need to understand your product, your audience and what your existing data is telling us.

We can then begin to uncover 'what it is' that sets you apart from your competitors.

We define

Next we conduct research to understand how your sector operates and how your customers behave.

This lets us create personas or 'brand worlds' that can summarise the characteristics, needs, and environment of a customer.

We deliver

Whether it's a brand strategy, business collateral, campaign or website design, everything starts with a single idea or concept.

Once launched we then review results and responses to ensure a positive and lasting customer engagement.

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Underscore came back with a package of brand values, design guidelines and a ‘look and feel’ that would work across everything we do.
Ian Nuttall, co-founder, Xperiology.