Underscore delivers Xperiology’s science of experience.

Tuesday, January 19, 2010 ~ 17:36pm

Xperiology turned to London-based marketing agency Underscore to develop its new corporate identity and branded product family.

Xperiology’s founders – Ian Nuttall and Angelina Tennino - approached London-based Underscore to articulate and launch the brand for a suite of companies with a passion for and a committed focus on the total visitor experience for the sports, entertainment and arts sectors.

Ian and Angelina have previously delivered award-winning publications including the launch of Stadia magazine and respected industry meetings such as the Stadium Revenue Summit. Aware of underscore’s previous work to drive customer activity and revenue for venues including the Millennium Stadium and Glamorgan Cricket, Ian invited us to help develop a new corporate brand for the sports and entertainment sector.

For Xperiology, the agency's brief was to create a suite of identities, websites, e-marketing, direct mail for launch and event programmes that could appear relevant to the built/stadia environment, distinct on first viewing but versatile enough to be compatible when they are all viewed together.

Neil Stanhope, Underscore’s Managing Director says: “We wanted our designs and strategy to be interconnecting and modular, evoking not only the three-dimensional nature of stadium structures such as struts, supports and seats, but human and electronic networking and sharing of information... An instant hit, the client then pressed the green light on a suite of identities.”

The parent brand Xperiology’s Xperiology was defined as ‘the science of experience’ and the sub brands created so far include The Stadium Business Summit which will be held 21-22 April 2010 in Ireland’s beautiful Dublin and is the definitive stadium industry meeting in the world, and Nordic Venue Forum which is a conference, workshop and networking event dedicated to the lessons, challenges and solutions relating to the sports and entertainment venue sector in the Nordic region.

The feedback so far from the team at Xperiology and specifically Ian Nuttall is very positive:

“As a dinosaur from the magazine world that has launched more than 20 B2B magazines and journals in the past two decades, I’ve worked with lots of agencies,” says Xperiology’s co-founder Ian Nuttall. “So many agencies like to tell the client what his or her business is, fit it into one of their existing brand templates. Underscore was different. They understood that Xperiology will mean different things to different people.

“I am sure we were a difficult brief: We don’t just organise fantastic conferences, we also publish, advise, educate and research. And Underscore came back with a package of brand values, design guidelines and a ‘look and feel’ that would work across everything we do.”

And underscore have now been commissioned to undertake a similar exercise for the next sub brands of The Stadium Business & Stadium Business Awards which will be launching soon…

ABOUT UNDERSCORE

Underscore is a leading UK based branding agency with a big track record in brand, staff and customer engagement. We specialise in the property, social, entertainment, retail and leisure sectors.

For more information, please contact:
Emmanuelle Clermont | Underscore
tel: +44 (0)20 7631 8408
or visit www.underscore.co.uk