The brief

The Cadogan Estate owns and manages a vast proportion of the Chelsea area and has done since it was established in 1717. Cadogan approached underscore to work in partnership with them over a number of projects including brand management for Duke of York Square on the Kings Road, promotional activities around the Sloane Square area, numerous annual events alongside the Chelsea Flower show, a loyalty 'concierge brand' for their local residents, and also the design of their corporate website.

The thinking

Duke of York Square is based off The Kings Road just by Sloane Square tube station yet the footfall figures were not in line with the rest of the shopping district. over a five year period underscore have provided brand, digital and event support for Cadogan and Duke of York with monthly reporting as to successes and performance.

2014 also sees the fourth year of underscore creating a unique brand, event collateral and website for 'Chelsea in Bloom'. This event works in association with the RHS and The Chelsea Flower Show and gives the retailers a chance to decorate their shop fronts and partake in the local competition.

Over the past 12 months we have evolved the online presence for Duke of York Square and enhanced the return from their social media sites. We also created a loyalty brand named 'The Cadogan Collection' which rewards and incentivises local Chelsea residents to stay and shop local.

When updating the look and feel of the Cadogan corporate website, we sought to promote their outstanding area by using photography of their stunning estate to its full potential, whilst positioning Cadogan Estate as a great British brand that has aligned a remarkable heritage with a very forward thinking outlook.

Cadogan Estate Website

The results


Footfall growth year on year up by 19%. Figure refers to year-to-date figures for February 2012. Average footfall figures for London were down over the same period.


Sales growth year on year up by 12%. Average sales figures taken from specific retailers on site.


Newsletter sign up figures are constantly growing.

All marketing events to date have been well received with the high spots being the Diamond Jubilee tea party and our activities to compliment the Olympics.

The whole underscore team should be very proud of what you have achieved with the brand and supporting collateral. Thank you for all your support and input over this and all projects.

William Lewis, Centre Manager, Duke of York Square

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.