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.


Underscore has created the brand for a major new development area in central London.

The City Mills is an exciting new development of stunning residential apartment blocks located on the edge of the City of London.

We named the development ‘The City Mills’ as a nod to the area’s rich heritage within the cotton industry and icons have been developed to support the brand story that consist of swatches of colour, material samples, stitch lines, bobbins and scissors amongst others.  The inclusion of “City” was to illustrate simply and firmly that this prime location is less than a 30 minute walk to Liverpool Street for commuters.

The colour palette brings the development to life and gives longevity to the brand as it evolves to cover the opening of more blocks in the coming months and years.

Marketing collateral including hoardings, lamppost flags and materials for the showroom have so far been created for the brand to assist L&Q with their sales initiatives.

If you are interested in purchasing a new home in Hackney and are interested in shared ownership options (or just want to see the microsite we designed and built) visit The City Mills online