Your first audience no longer a person.
It’s a machine.
AI no longer just answers questions.
It researches, compares and shortlists.
When the same tools produce the same results, every business blends in.
We call this the commodity trap.
It’s no longer about being seen.
It’s about being chosen.
It’s no longer about being the loudest.
It’s about being the clearest.
We make your business the one that AI finds and customers choose.
We call this agentic branding.
The brands of tomorrow will have to fight harder to be the chosen ones. At Underscore we help companies discover where they will need to focus and how they can better connect in an ever-changing world.
We strongly believe that trust makes great brands so we focus on building a human connection. The ability to understand audiences is also vital. Not just where they will come from, but why and how we will stay relevant to their lives in the future.
Brand Strategy
Managed change across mergers, acquisitions, and organisational shifts.
Brand Identity
Build the foundations that define who you are and how you compete in complex markets.
Brand Design
Centralise communications, drive efficiencies and achieve competitive advantage at scale.
Welcome to our branding world
Frasers Property
Singapore
Project
Apex Motors
Repositioning Apex Motors flagship lightweight EV hypercar toward a more lifestyle-oriented, high-fashion brand.
Nulty Lighting
Dubai
Agentic Branding
Strategy
chose a vendor because of what an AI agent told them.
Search is moving from lists of links to direct answers. Being cited now matters more than ranking. Future-proof your business with an agentic brand strategy.
News
Astrea London
Astrea London welcomes Global new Creative Director, Sarah Jessica Parker.
Blog
Guide
Project
Olam
Poll
Technology
said
Xrail
UAE
Ottoman Hands
Dubai
Project
MFMS Group
Project
McDonalds
believe that their employer brands set them apart from competitors.
We helped the global team at McDonald’s HQ in Chicago create the ‘Curiosity Club’, a new internal brand to promote a culture of curiosity,
Project
M Core Property
Agentic Branding
Strategy
find inconsistencies between a website and what salespeople say.
AI agents now tell your brand story for you. Mixed messages will get you hedged or skipped. Only clear, distinctive, consistent brands get recommended. Future-proof your business with agentic strategies that work.
Employer Branding
Retention
say employer branding is key to achieving their retention goals.
Strategies that align your organisation’s mission and culture and give employees a powerful reason to work with you. Let’s discuss a brand strategy with a tailored approach that ensures your culture is fit for the future.
Employer Branding
Differentiation
believe that their employer brands set them apart from competitors.
Campaigns and strategies that keep staff better engaged, informed and inspired, using data-driven insights. Book a Truth Workshop to find out how we can make your people a priority and your culture more commercial.
Blog
Insights
Video
Underscore
Project
GPE
Project
RTL
Project
GPE
Project
McDonald's
Project
MFMS Group
Business Strategy
Growth
more growth for brand-led businesses with a long-term strategy.
Balancing short-term objectives with long-term value? A unified brand fosters alignment and compounds growth across complex portfolios throughout multiple geographies.
Brand Strategy
Reputation
higher shareholder returns for brands with a strong-reputation.
Answering to an investor audience? We’ll build the brand strategy to turn reputation into measurable enterprise value that compounds across international markets.
Project
Olam
Blog
Insight
Blog
Insight
Project
Nulty Lighting
Property
Frasers Property
Project
SRVO
Project
M Core Property
Project
LandTech
Brand Strategy
Positioning
price premium on branded developments.
Ready to position your property portfolio assets for premium tenants? We’ll help you build a repositioning strategy that commands it.
Business Management
Differentiation
higher rent rates for branded residences.
Looking to differentiate one building from the next? Our brand architecture strategies turn assets into valuable propositions.
Project
CLS
Blog
Insight
Project
Colorminium
net worth increase for leading facade strategist
We helped Colorminium, a leading London facade strategist, rebrand and rethink their business model in order to win more clients.
Project
Station Hill
Project
Acadamia
Project
Retail Insight
Project
Cambridge Spark
Blog
Trends
AI Integration
AEO
of B2B buyers have an AI-first approach to doing research.
Is your business low in AI visibility? Our AEO and SEO work gets your brand cited where your customers are most likely to be looking.
Brand Strategy
Position
valuation premium for tech firms with strong brand presence.
Preparing to scale or exit? We’ll build the brand position that gives investors a better reason to back your business.
Project
Global Titans
Project
Pocketbook
AI Integration
AEO
improvement in organic traffic within 6 months.
Boost your search visibility with AI-driven SEO strategies like schema markup. Reach out for a digital discovery session.
Project
Teque
Project
MFMS Group
Project
Antarctica
From boutique hedge fund firm to $4.5 billion asset solutions provider
Project
Insignia
Brand Strategy
Credibility
choose a financial provider on trust above all else.
Brand is the tie-breaker in a category where products look the same and trust makes the difference. Let’s make your brand the credible choice.
Employer Branding
Retention
of finance CEOs see the talent gap as a growth threat.
Fighting to win the best advisory talent? Our internal comms and EVP work makes your firm the one that people choose.
Blog
Insights
Project
Quant
Project
Degen Distillery
Creating a tech-driven spirits brand backed by BrewDog and Google.
Project
Global Titans
Project
Antarctica
From boutique hedge fund firm to $4.5 billion asset solutions provider.
Project
Insignia
Brand Truth
Credibility
of institutions believe in the long-term value digital assets.
Ready to win serious market share, not just early adopters? Our Truth Workshop uncovers the credibility story that only you can own.
Digital Discovery
Trust
of people still doubt the security of crypto currencies.
In a low-trust category, brand is your advantage. We’ll build the positioning that signals institutional trust and audience assurance.
Blog
Insights
Xrail
UAE
Project
Apex Motors
Repositioning Apex Motors toward a more lifestyle-oriented, high-fashion brand.
Brand
Customer Loyalty
of car buyers are open to switching brands.
Looking to win the switchers? Make your brand an early consideration with our digital experience delivery strategy.
Business
Brand Equity
brand defection when drivers move to an EV.
Losing customers in the shift to electric? Build a business with strong brand equity to keep them loyal through the transition.
Project
Co-op Foodology
Project
McDonalds
believe that their employer brand set them apart from competitors.
We helped the global team at McDonald’s HQ in Chicago create the ‘Curiosity Club’, a new internal brand to promote a culture of curiosity,
Project
Seafish
Project
Retail Insight
Project
Slingsby Gin
Anton Du Beke scores 6 million views during the Slingsby Golf Academy series, inspiring more women to play golf.
Wild&Org
UAE
Project
Degen Distillery
Strategy
Audience Insight
switch to brands that make them feel understood.
Feeling out of step with your audience? Align your brand with shifting consumer values and stay connected to your buyers.
underneath
underneath
underneath
We’ll deep-dive into your world to uncover what is missing, reviewing your business objectives and then applying our bespoke Brand X-ray™ technology to form a comprehensive strategic plan.
weight
weight
weight
Next we use our 30 years of experience to craft distinctive and memorable solutions that carry relatable meaning and messages uniquely tailored to resonate within your brand sector.
connection
connection
connection
Through careful content planning, dedicated comms frameworks, and long term activation guidance, we ensure your brand connects with the audiences who matter most.
Academia
“Thanks for your support, hard work and dedication – we genuinely could not have done this without you.”
Georgina Swan
25% increase
in turnover growth
£140 million
record revenue
RTL Adconnect
“We have built a relationship over time that has enabled Underscore to understand our audiences and create a brand with a focus on the experience required for a global business.”
Carine Jean Jean
216 million
video views reached per month
160 million
daily viewers reached
Astrea London
“The work that Underscore completed was perfect, we couldn't be happier!”
Nathalie Morrison
£15 million
valuation in 18 months
£4 million
funding raised
Cambridge Spark
“We really appreciate the work done by Underscore to create something great.”
Tom Phillips
7x increase
in net worth
61% increase
annual growth rate
Frasers Property UK
“Underscore have been great. Delivering top-quality results, they feel like an extended part of our team that can both lead the way on key initiatives and provide marketing support.”
Katherine Westcar
19% increase
year-on-year revenue
5-star
GRESB rating
GPE
“This has been a journey that has made me so proud of the team. The passion, energy and dedication this team have has inspired the new brand and I couldn’t be prouder.”
Anisha Patel
£3.1 billion increase
in portfolio value
15% growth
in rent roll
Co-op
“Working with Neil and the Underscore team was totally refreshing. The Underscore approach is very much to connect and truly understand their client, brand and the challenge.”
Breige Donaghy
70,000 employees
successfully educated
3% increase
total food sales
Insignia
“Underscore have been a great asset on our journey to evolve our unique brand offer of “Say Yes to Impossible” in the digital space. We are delighted with the finished product.”
Youlia Nagaytseva
98% success rate
on cardmember requests
Award winning
luxury-lifestyle management services
Homegrown
“Love the website! It reflects our unique ecosystem and facilities, providing a platform for members to share knowledge and contacts through webinars and events.”
Jessica Barwell
4,500
membership increase
Award winning
private members' club
McDonald's
“We now have Curiosity Club up and running, and it’s been a great success so far and we couldn’t have done it without Underscore’s help and support.”
Adam Steel
92% increase
in innovation
52% increase
in productivity
Retail Insight
"Thanks for all of the support guys, we really appreciate your help with rethinking our business model, especially with regard to the product family."
Dave Howard
$28.1 million
revenue reached
52,000 stores
operating their software
Teque
"You’ve been a significant part of our journey this year, and we’re looking forward to a stronger relationship in the years to come."
Saleem Beg
95%
client retention rate
200% ROI
delivered within 12 months
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