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

Since 1963 London and Quadrant (L&Q) had grown to become the UK’s largest Housing Association and developer of new build properties in London and the South East. Our mission was to develop a meaningful new brand to unify their various companies and people behind a bold new singular strategy.

The thinking

In order to fully understand the current perception of the brand and its key promise of ‘creating places where people want to live’ we first undertook extensive research and community engagement programs. From there we established an improved set of brand values to create a new ‘L&Q’ identity which would be more fresh, modern and inclusive.

Our identity solution was best defined as a ‘modern urban stamp of quality’ and was intended help L&Q communicate more effectively with residents and attract a younger, more modern audience.

First stop was to get staff support for the new identity so introduced two characters of Elle and Cue to guide the delivery process and ensure we had their buy-in.

Our key messages were then used to influence everything from office fit outs to showroom suites and the Staff Conference at the QEII centre saw our animated characters come to life to help manage a series of fun and interactive brand related events.

The old brands were all replaced within weeks and all staff received a personalised handbook to recap all of the information from within the engagement campaign and to reinforce their role within the company's new 5 year plan.

L&Q case study

  • staff engagement
  • rebrand
  • Case Study
  • L&Q
  • LQ
  • brand guideline
  • guidelines
  • our plan
  • modern
  • identity
  • Marketing
  • customer
  • events
  • Housing association
  • staff engagement

The results


of their staff felt excited about the future of the new L & Q as a result of the new rebrand and engagement campaign having taken place.


of efficiencies were estimated to have been achieved against internal spend within the first year of the new brand being delivered.


increase in resident satisfaction was registered in year one of the new brand being used to activate more effective communications.

A vast improvement was seen immediately and our work was hiighly commended at the Marketing Excellence Awards. The results for L&Q have been just as impressive with their team achieving every KPI set in the first year after the rebrand.

“We face the future as one organisation, united behind one mission, united by a new brand.”

David Montague, Chief Executive, L & Q

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.