A Brand Growth Agency

Underdog creates growth through customer-led strategy and creative work.

We are a characterful resource for hungry and brave clients who believe their brands and businesses deserve to be bigger.

We believe in working smarter and thinking differently. And we love results.

If you're hungry for growth and feeling brave then say [email protected]

 
$1,000+
 
$150 - $199 / hr
 
2 - 9
 Founded
2019
Show all +
Leeds, United Kingdom
headquarters
  • oakdene studio
    Leeds YO83UB
    United Kingdom

Portfolio

Key clients: 
Molson Coors, Vetoquinol, Huddl, Unilever, Modo25, Mapio

Vetoquinol Design Thinking. Empathy.

The research phase of a project for Vet Pharma brand Vetoquinol invovled spending time with farmers and vets to better understand the roles played and observe the nuances of dairy farming. These results were shared across the business and resulted in a transformation in how dairy farmers were perceived.

Packaging Strategy Image

Packaging Strategy

Underdog provided innovation, Roadmapping, Strategy Packaging design while working with Molson Coors to develop their innovation packaging strategy and attract more relevant leads and make more sales.

Brochure design Image

Brochure design

Underdog produced this brochure design for an architecture firm, helping them attract relevant clients who were in the market for renovations or new builds. This resulted in an increased influx of high-value leads.

web design Image

web design

Underdog provided the website design for Award winning photographer @boxfish photography, included photography curation as well as an online brand profile that highlights their work and spreads their profile further than ever.

Logo and brand ID for finance firm Image

Logo and brand ID for finance firm

Branding and Design Development of brand and brand guidelines for a finance company, including logo colour palette and typography.
Strategy and Insights for Danone Image

Strategy and Insights for Danone

Making science simple: Developing an internal comms strategy to explain new technology to internal teams
Web photography Image

Web photography

Headshots, team shots and PR shots for Modo25, digital agency Leeds

Branding and design Strategy for MAPIO Image

Branding and design Strategy for MAPIO

Branding and design Strategy: Naming Brand ID including logo, colour typography and brand guidelines were developed for a new financial firm.

Branding and Design Strategy for Huddl. Image

Branding and Design Strategy for Huddl.

Branding and Design Strategy, Naming, Brand ID including Logo colour palette and typography. Working in close partnership with project management firm Transolution an established business of ten years, Underdog undertook a robust strategic and creative process to re-name and launch the brand identity. This fresh name, look and positioning reflects their expertise and values, and will act as the platform from which to build

future brand growth. We look forward to building their online presence over the next 6 months together.

Reviews

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Market Research for Animal Pharmaceutical Company

"The dedication of the team is unbelievable and goes way beyond expectations."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Oct. 2019 - Jan. 2020
Project summary: 

Underdog provided market research for an animal pharmaceutical company. This included creating a customer experience map and proposing new approaches to clients.

The Reviewer
 
1,001-5,000 Employees
 
Paris, France
Cecile Druaux
Customer Experience Officer, Vetoquinol
 
Verified
The Review
Feedback summary: 

The research was shared with the internal team and is currently being used to optimize upcoming launches. Underdog is responsive and communicative, establishing a seamless workflow. The team is attentive, credible, and hard-working.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am the Customer experience officer for a pharmaceutical company dedicated to Animal Health. Our customers go from vets to farmers and pet owners. We are providing customers with products as well as with business solutions

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Underdog?

Understanding the reality of our customers in great details is critical for us to be able to accompany them in getting their business smooth and sucessful. In the area of Udder Heatlh management, Underdog partnered with us to better understand the reality of the vets, the farm teams and the relationship between vets and farmers

What were your goals for this project?

We wanted to identify the key steps of the customer experience map as well as the area for potential stress for all parties involved

SOLUTION

How did you select this vendor?

I have worked with the team of Underdog since years (mainly in my previous job as technical consumer insight leader for a major food company). I already new that they are very good professional who can pick-up in a new domain (animal health) very quickly. I wanted as well to bring some fresh eyes / new approaches in the company that I am working for

Describe the project in detail.

Once we had briefed the vendor, we had a couple of meeting (videoconference) to discuss about the best way to reach my ambition. While keeping in the business frame that I set, Underdog was able to propose some new approaches. Once we aligned on the best approach, Underdog ran a few stakeholders interviews to have a good overview of the boundaries of the topic and did a kick-off meeting with the project team.

Then the key contacts were with me, combination of phone and emails _ on a daily base and pro-actively from Underdog each time it was required The research implied that Underodg had to work both with our local business team and key customers. They manage the logisitc of organizing and running the observations in the fields. We had as well several interactions during the analysis of the results.

As learning were complex to share dueto a lot of details, they proposed to print booklets to be sent to the participants ahead of the debrief meeting. After the debrief, they ran a few more investigations to answers some specific questions raised during the discussion

What was the team composition?

I worked with the 2 main people of Underdog _ both fully involved and sharing all the info with each other (hence no disruption when talking to one or another)

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Only a few days after the key learning have been shared with the project team (and a bit beyond), there is already some reference to it during team meetings and the results are used to optimize the positioning of up-coming launches and evaluate different launch scenarios It is seen as foundation work from the marketing team and one medical director said that "this type of learning should be shared with everyone working on the topic in the company" A review of the potential opportunities raised by the learning will soon take place

How effective was the workflow between your team and theirs?

The workflow is extremely fluid and reactive, input/info sharing always spot on and useful It definitely allows to spend our energy where it really matters rather than on 'agency management'

What did you find most impressive about this company?

The dedication of the team is unbelievable and goes way beyond expectations. As they combine both being curious and smart, they stepped into the projects very quickly. Internal people were impressed by the level of expertise they developed in the area of cow health within 2-3 months!

This allowed them to come back to us with very sharp analysis of the reality (and be credible when talking with technical experts!) They are as well very sensitive that the project does not only need to deliver results, but that those results need as well to land properly. They are really involved in landing things properly to relevant people

Are there any areas for improvement?

I will definetely continue to work with the fantastic duo as "what 'can be improved" is very minor compared to what goes well Driven by enthusiasm and passion, one of the member of Underdog can be quite talkative and listening (both during meetings and during field observations) could be a bit better sometimes Though, again, i would not be prepared to sacrify on passion and dedication to get a bit more listening 

5.0
Overall Score Good mixture of quality of deliverables with refreshing and smooth ways of working
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Timing respected _ Very reactive to changes when required
  • 5.0 Cost
    Value / within estimates
    Considering that the involvment of the team went well above expectations, cost is very appropriate
  • 5.0 Quality
    Service & deliverables
    Full dedication, sense of details and awareness of the impact of the learning.
  • 5.0 NPS
    Willing to refer
    I have already recommended Underdog to colleagues in the company and they are going to approach them very soon

Photography for Marketing Agency's New Website

"We are absolutely delighted with the photography that we've had back—it's looking great on the site. "

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Less than $10,000
 
Oct. 2019
Project summary: 

Underdog provided photography for a marketing company's new website. The photos were used to refine branding and identity. They took headshots and team shots of the company. 

The Reviewer
 
1-10 Employees
 
Leeds, United Kingdom
Abi Liddle
Chief Operations Officer, Modo25
 
Verified
The Review
Feedback summary: 

Underdog's photography was well-received. The photos match the site's style. Communicative and invested, their team produced high-quality work. They made the process very easy and smooth.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I'm COO at Modo25, a digital marketing agency that plans to turn the world of digital marketing inside out.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Underdog?

We are a start up and we needed photography for our new website that conveyed our values and how we wanted to portray ourselves.

What were your goals for this project?

We have worked hard on our branding and identity and we wanted the photography to work with it, both headshots and general team shots.

SOLUTION

How did you select this vendor?

Our CEO had already worked with Underdog, but I hadn't. I reviewed their work on their website and loved their portfolio. The range of different styles gave me confidence. We then liaised about the brief and they understood exactly what we wanted - it was a really easy process.

Describe the scope of their work in detail.

We had a series of shots that we needed for the website and we worked through them - head shots, team shots and more general shots of the work space.

What was the team composition?

Emily and Nigel were there and were great to work with. They made a nerve-wracking process very easy and informal and really got the best out of the team.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We are absolutely delighted with the photography that we've had back - it's looking great on the site. We'll be continuing to add to this over time as we grow and change.

How effective was the workflow between your team and theirs?

Excellent - really effective communication before, during and after the shoot.

What did you find most impressive about this company?

They really bought into what we were doing and, in a short amount of time, got to know us and brought out the best in all the subjects.

Are there any areas for improvement?

Super happy with it - and I'm sure we'll get more and more out of it as we continue to work together.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Rebranding for Project Management Company

"Underdog nailed it. They listened to me and very quickly understood how I want my business to grow."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Less than $10,000
 
Jan. - Mar. 2019
Project summary: 

Based on client values, Underdog developed a rebranding concept for a project management consultancy that included renaming and expanding their online presence.

The Reviewer
 
1-10 Employees
 
Leeds, United Kingdom
Jonathan Abbott
Director, Huddl Programme Delivery
 
Verified
The Review
Feedback summary: 

Overall, the project went well and Underdog delivered a quality product. They were easy to collaborate with because they paid attention to company goals and were flexible teammates.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am the Managing Director of a small boutique Project and Programme Management consultancy that specialises in delivering IT enabled Business Change Programmes, predominantly within financial services, telecoms and government sectors.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Underdog?

The company had been running for 12 years without an online or 'public' presence. As Managing Director I wanted to expand the company and to do this wanted a name that would attract new clients as well as talent. The existing company name was no longer fit for purpose and so Underdog were engaged to help come up with a new name / brand.

What were your goals for this project?

The immediate goal was to get the name / brand in place. Underdog were really supportive of an incremental and organic way of working which suited me due to time pressures.The end game is a full web presence for which we have some really exciting plans.

SOLUTION

How did you select this vendor?

I selected Underdog via a recommendation and had seen its work on line.

Describe the project in detail.

Re-brand from scratch. I did not have any name in mind so went through the whole 'discovery' stage. End game was to agree a brand together with values that could be buillt upon incrementally. The next stage is to expand the online presence of Huddl.

What was the team composition?

Myself and the Underdog team

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

What can I say? Underdog nailed it. They listened to me and very quickly understood how I want my business to grow.

How effective was the workflow between your team and theirs?

The whole process from the initial meeting was flawless, Underdog were supportive through the whole process and what I really liked was the gentle challenge they gave me to really get me thinking about the brand, its values and what it stood for.

What did you find most impressive about this company?

I am looking forward to the next phase of our collaboration since they've already provided us with some great ideas. I would not hesitate to recommend

5.0
Overall Score An outstanding experience and final product. Looking forward to the next chapter. Highly recommended
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Really flexible, not pushy, really collaborative and therefore easy to do business with!
  • 5.0 Cost
    Value / within estimates
    Excellent
  • 5.0 Quality
    Service & deliverables
    High quality outputs were provided at every stage from early drafts to final product
  • 5.0 NPS
    Willing to refer
    Wouldn't hesitate to recommend Underdog...not only was my experience and the end result excellent, it was also fun.

Mission, Values & Strategy Definition for Consumer Products Beverage Company

"They brought a wealth of experience and contributed ideas and stimuli."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Feb. 2019 - Ongoing
Project summary: 

Underdog used digital collaboration tools to guide an international brainstorming session with the aim of cultivating a shared vision. Services included the creation of a presentation and training guide.

The Reviewer
 
5,001-10,000 Employees
 
Denver, Colorado
Katie Kamp
Sr. Manager Global R&D Capabilities, Molson Coors
 
Verified
The Review
Feedback summary: 

The parties aligned on a shared mission, values, and strategy. The presentation will serve as the foundation for strategy implementation, and it’s also an onboarding tool. Stakeholders could count on Underdog to reply to inquiries quickly. They were a responsible, adaptable team.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am the Senior Manager of R&D Gloval Capabilities at a Global Brewery (Molson Coors)

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Underdog?

Underdog guided us with cutting edge virtual tools through a virtual brainstorming session that spanned 3 countries and 5 cities around the world. It then continued to support us from conception to completion of strategy.

What were your goals for this project?

Define and align on the shared mission, values, and strategy. This spanned 5 regions with multiple leads and teams involved.

SOLUTION

How did you select this vendor?

Recommended by a former client and sponsor of this work

Describe the project in detail.

We kicked off with the virtual brainstorm session which was a huge success. We then met weekly for several months to build the vision and strategy. It was a long journey but the third party guidance and support was key...without it would have taken much longer!

What was the team composition?

I was the project manager and team was composed of 2 sponsors and 5 leads across 3 countries and 4 business units.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Beautiful final presentation that can and will be shared with pride. The presentation serves as an exhibit of our work but also as a training guide and onboarding tool. It is also the reference for the team that will now work to execute the strategy.

How effective was the workflow between your team and theirs?

Fantastic- prompt replies and flexibility

What did you find most impressive about this company?

Accountable, reliable, flexible. They brought a wealth of experience and contributed ideas and stimuli.

Are there any areas for improvement?

No- very pleased, will use this company again.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer