Underscore Marketing

In 2014 we helped our friends at Underscore Marketing completely rebrand and relaunch their web presence. In addition to designing their new logo, business cards and collateral materials, we designed and built a brand new responsive website using an innovative navigation system and a fully customized CMS.

Underscore Marketing is a leading media planning, buying, and optimization company based in NYC specializing in health and wellness clients. They are smart, thoughtful, industry veterans that care about their clients’ results more than than they’re own bottom line. They are great friends of ours and we are very proud of what we were able to build together.


Visual Design
User Experience Design
Front-end Development
Content Management System

See it Live

November, 2014 – Current


Underscore's approach to solving their clients' problems is unique and nuanced. We decided to take a content approach that would allow them to tell their story in a more long form and detailed way. The entire site architecture is built around a flat but deep structure where we only present a small handful of navigational choices, but each section tells a longer story. In page navigations works seamlessly within the page and the global nav as well as in all responsive sizes.

Custom Photography

The concept for the new Underscore Marketing website focused on the more human elements of Underscore — how real people with real personalities and passions expertly craft solutions to unique problems and that spreadsheets, formulas, and PowerPoint decks are only a very small part of the output. The new design called for large, full width photos featuring a behind the scenes look at real Underscore employees working, meeting and brainstorming. With the help of expert portrait photographer, Amy Fletcher, we planned and directed a 2-day photoshoot to help bring this conceptual direction to life.

I highly recommend Rebellion. They redesigned our brand identity, created a new and modern website and developed innovative presentation templates for our complex data heavy material. This took place on an aggressive schedule yet they were supportive and rose to the challenges throughout. They exceeded our expectations at every stage of the engagement and we wouldn't consider working with anyone else.”