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 a full online presence for Duke of York Square on the Kings Road, full design and branding of the year long event schedule, a corporate website refresh.

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. 2011 saw underscore create a new website, creative strategy and 8 events for the venue with each having it's own identity, marketing collateral and event support.

2011 also saw us create a unique brand, event collateral and website for 'Chelsea in Bloom'. Chelsea in Bloom 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 created an online presence for Duke of York Square and enhanced the return from their social media sites. We also created a suite of e-marketing newsletters and postcards that are sent out to their ever growing database.

The success of the Duke of York Square website has led underscore onto updating the look and feel of the Cadogan corporate website which is now in the last stages of completion.

Despite their wealth of history the layout and design of the new Cadogan website ensures they promote their outstanding area to its full potential, whilst positioning Cadogan Estate as a most contemporary and forward thinking brand.

Cadogan Estate case study

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 a great success and we are now in full swing for the 2012 events calender with 9 events in planning including a Diamond Jubilee tea party and an Olympic opening party and looking forward to another successful and exciting year.

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.