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

The digital strategy for a venue of the size and complexity of Alexandra Palace needs to be constantly reviewed and evolved to support their marketing and audience engagement requirements.

The thinking

The website for Ally Pally invites audiences to learn and discover more about the venue whilst engaging with the brand. After winning a CSS award with our first site design we added 87% of new traffic visitors in year one.

Following a public consultation where over 2,000 people offered their opinions through Facebook, Twitter and Alexandrapalace.com, underscore created a new design structure with clearer navigation paths, leading users to their key area of interest and making booking events a much more enjoyable process.

As the venue now evolves its attraction, underscore has updated the website to accommodate the need for more regular updates. The team at Alexandra Palace are now able to quickly and easily update stylish 'Whats-on' and 'Events' pages with rotating banners and individual background images; making the site far more engaging for a younger audience.

The new homepage also features a fully integrated social platform; with a live Twitter stream more prominent, as well as auto-updates from the 'Whats-on' page and the 'Events' page. We look forward with interest to reviewing next months analytics to seeing what has worked best!

Home page

Banner and footer

Visitor information


Bar and Kitchen


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.