Under Rocks
Brand Consultancy
"Under Rocks turns brands into culture.
Or is it the other way around?"
Everything to seed and grow a brand.
"one of the pioneers"
Terence Parris. PUMA & Diversity Consultant.
Under Rocks creates, develops and positions some of the world's most innovative and unusual brands –it has a unique ability to position beer and spirits in a lifestyle context.
Under Rocks creates industry recognised tools for growth and revenue development at all stages of a brands evolution without it losing its original essence or fan base: its "spark."
Activate brand ambitions and growth with aligned and consistent strategy
Nurture loyalty with interactions that treat fans like friends instead of customers
Ensure interactions resonate with one unified, distinct and clear voice
Benefit from 25+ years of global experience, best practise intel and insights
Founded and directed by Sarah Feeney
A remote live-work pioneer with a base in London, a neighbourhood agency with global insight, a Northern Londoner.
Current clients and projects:
Sweet Gwendoline French Gin
Workers Whiskey
the modernist society
track record
Hand-picked by VICE Media to launch its beer in NYC
Entrenched brands into the local culture of 75 global cities
5-years Global Head of Entertainment Marketing at PUMA International
Subject of BBC documentary about brands and sub-culture
Terence Parris
Sports Brands & Diversity Consultant. PUMA
“People believe that the brand she is working on, is talking personally to them.
I would highly recommend Sarah in roles that aim to bring brands to life”
brand marketing services
Everything needed to start, reboot or grow a brand, from brand books for brand creation and development, through to marketing strategy for sincere growth.
Under Rocks offers seven services in a simple step-by-step process available individually or as bespoke packages.
Start at the beginning, fill gaps in thinking or have someone else create industry recognised tools...so you don't have to.
Step 1.
A great place to start.
An hour-long mentoring session about all things brand. How can Under Rocks help?
Step 2.
A 3-hour workshop to define, develop and refine your brand
Step 3.
The foundation to a strong brand
at any stage of its evolution
Step 4.
Engage fans with high-performing content that tells your brand's story
Step 5.
Be an authority with editorial-style writing by published writers
Step 6.
Bring internal documents to life or choose photography for consumer facing photo stories
Step 7.
Get ready to launch.
A powerful way of aligning to core customers with more emotional connection
Kevin Beyer
KBOT Consultancy
"Whether it's creating a brand book, launch plan, developing social media content, or identifying collaborators, the results are smart, strategic, and on-brand."
under rocks is for you if:
the brand has a cult following but where's the growth?
you need new teams to understand –and value– the brands original spark or independent, organic approach
you need industry recognised tools and documents for third party collaborations
your structure grew organically and needs making sense of as an organisation; fans need help navigating interactions
the brand needs one unified voice; people in the organisation all describe it differently
you're a brand or marketing manager, brand founder, entrepreneur, you're starting out, getting going, refreshing or growing
case studies
Read More >
Get Ready to Launch
Old Blue Last
–a beer by VICE Media
Read More >
Position Your Brand in New Markets
805 Beer
By Firestone Walker
Read More >
Build Your Brand Internationally
Sailor Jerry
A Global Culture Program
Read More >
Generate Content
T*S*P*T*R
Counter Culture Clothing Brand
Louis Lewis-Smith
Former Global Brand Ambassador Sailor Jerry
“A savvy independent networker who builds brands into culture - or is it the other way around?"
An illustrious career working on lifestyle and culture-based brands –was featured in the BBC documentary "Cool Hunters" on how brands infiltrate subculture for authenticity.
A remote live-work pioneer, has spent the last 9-years travelling the globe relentlessly.
Has a clear understanding of aesthetics, culture, lifestyle & influence and is contributor and marketing consultant to the modernist magazine and society, writer for counter-culture clothing brand T*S*P*T*R and her own website The Under Rocks Travel Project.
It's her keen editorial eye that designed, built and provided the photography for the Under Rocks Agency website.
A highly creative brand expert with a unique skill set in brand architecture, DNA, playbooks, culture marketing, brand books, growth and revenue development.
Doing something because you have the urge to do it, inventing the reason after.
Tony Wilson. Co-founder of Factory Records.
Martin Morris
Creative Director New Era Cap
“Sarah has a rare and unique talent for brand and marketing strategy. She blends her deep love of culture, art and ideas with her huge experience in marketing to create campaigns that resonate strongly with audiences."
Malcolm McLaren
Cultural Icon
“She really is a very bright girl."
