Underscore
Underscore is a worldwide strategic media company with an integrated team of cross-media specialists.
The concept
Underscore sought to expand its brand by creating new sub-brands that could stand independently. The relationship between the sub-brands and the overall brand was carefully considered, as were the taglines. A brand system was also developed to bring the concepts to life, building upon their existing foundation.
Underscore sought to expand its brand by creating new sub-brands that could stand independently. The relationship between the sub-brands and the overall brand was carefully considered, as were the taglines. A brand system was also developed to bring the concepts to life, building upon their existing foundation.
My role
I successfully managed the entire project lifecycle, from the initial discovery and research phase to the final conceptual design and delivery. I ensured all project goals and objectives were met within established timelines and budgets.
Completed during my tenure at Reit Design.
Concept 1
An Underscore Company
Simple brand/sub-brand relationship.
Simple brand/sub-brand relationship.
Concept 2
Part of the Underscore Network
An expression that implies a more extensive organization.
An expression that implies a more extensive organization.
Concept 3
Powered by Underscore
An expression giving credit to the parent brand.
An expression giving credit to the parent brand.
Developing a unified brand narrative
The top priority was establishing a cohesive brand story across these new companies under the Underscore brand. I created flexible assets that work seamlessly across multiple names, applications, and colors. To reinforce the connection to the Underscore brand, their signature dark blue color was integrated into the logos' consistent elements: the bold slash mark and the definitive tagline, "an underscore company." The true versatility comes with the individual brand names and their respective color schemes.
