About Under Rocks


Founded and directed by Sarah Feeney  –a highly creative brand expert with a unique skill set in brand creation, development architecture, DNA, playbooks, culture marketing, brand books, growth and revenue development. 

Under Rocks works with brands whose decisions come from an instinctive and intuitive place with an underground –under rocks– approach.


Brands that stand-up for, represent and shout about values and passions important to them and their fans whilst providing enjoyable experiences and innovations they will enjoy. 


Under Rocks ensures interactions resonate, their purpose and values distinct, consistent and clear.

A specialism is developing, formalising and post-rationalising brands that have developed organically making sense of them as organisations so that plans and strategy can activate growth.


A pioneer in Culture Marketing –add brand equity with cultural & geographical touch points through which to seed & elevate your brand at the earliest inception.


Intimate intelligence on what resonates with culturally influential communities of people, globally –Under Rocks has acquired cultural insights for 40 countries having entrenched Sailor Jerry Rum into the local culture of 75 cities.

It creates high-performing Brand Books and digital Content Strategy to tell your brands story.


Experienced within industry sectors: alcoholic beverages, culture, arts, hospitality, music, fashion, sports, entertainment, publishing, health & wellness.

Consultancy Services 



Brand Audits and Development 

Brand Workshops

Brand Books 

Tone of Voice 


Content Strategy 

Cultural Capital and Brand Advocacy 

Social Media  


Creative Writing


Mood boards

“She really is a very bright girl” 
Malcolm McLaren