Underscore | London Branding, Digital & Design Agency

Underscore is a results driven branding, digital & design agency based in central London.
We get underneath brands, and add weight to their communications.

The brief

Alexandra Palace commissioned a rebrand and communications review to help bring this iconic venue back into the limelight. Today, with a multi-purpose offering, "Ally Pally" has a lot to offer and our challenge was to communicate this clearly to their many different audiences.

The thinking

Our brand vision was to bring the people back to the people’s palace. After a comprehensive brand audit to determine their personality and values, we looked deep into the archives to find a way to connect the original vision of the Palace’s Victorian forefathers with the needs of today’s custodians.

The result was ‘Alexandra Palace – the people’s palace’, inspired by the original proposition used to launch the building in 1873. This was then supported by a call to action of ‘discover your Ally Pally’, to define the venue as a familiar and welcoming destination for the young, old and everyone in-between.

Because of the spread of audiences our brand needed to be highly versatile, timeless enough to be contemporary and yet elegant enough to echo the Victorian heritage of the Palace.

Our audience-led sub-brands each had its own recognisable colour to help us quickly create targeted communications and the resultant combination has now been rolled out across hundreds of requirements including advertising, exhibitions, signage, brand guidelines and a host of digital requirements.

Alexandra Palace case study

  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace
  • Underscore rebrand Alexandra Palace

The results

1M

One million website visitors achieved in a single year!

87%

Increase in their website visitors in our first year of activity.

01

Winner of the Cool Venues Award. Prestige events 2011.

The venue hosted more events over a six week period in October-November 2011 than they did in all of 2010, and they have a full programme booked through 2012 and beyond.

This is the biggest change Alexandra Palace has seen for over 130 years - it's really exciting! The new branding developed by Underscore echoes the best from the Victorian times and the modern day - a bit like the venue itself. More importantly it will simply connect our brand to a range of audiences and put Ally Pally firmly back on the venue map.

Rebecca Kane, Managing Director, Alexandra Palace

Interested in working together?

If you think underscore might be a good fit for a project you’re planning, please feel free to send us your brief and we’ll get back to you as soon as possible.