Underbelly @underbelly
Digital product design and branding agency. underbelly.is Salt Lake City, UT Joined October 2010-
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AI is flooding the internet with competent, forgettable content. The answer isn't better prompts, it's a sharper point of view and a voice people actually want to read. Distinctive creative is the scarcity now. Which is honestly a great time to care about brand.
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Turns out AI agents are your first buyer now. Weird world we're in.
A thoughtful B2B website redesign delivers up to 265% ROI in 10 months. Your website isn't your digital brochure. It's your best salesperson. If it's not converting, it's not working.
4 design galleries worth bookmarking: 🎯 icoon.co - 3D icons & assets 📱 screensdesign.com - app UI reference 🔘 cta.gallery - CTAs that convert 🦶 footer.design - just footers Save for when you're stuck on a specific element.
Love this move from The Guardian. Pulled a 40-year-old ad out of the vault and made it feel more relevant than ever. Sometimes the smartest creative isn't new - it's knowing what still hits. creativereview.co.uk/the-guardian-w…
"The goal of AI systems is not to remove you from your business. It's to remove the repetitive tasks from your life." - @KinseySoderberg at #SMMW Not replacement. Removal. Big difference.
A strong brand isn’t just a logo and a color palette. It’s a reflex. When something unexpected happens, the brands with real systems respond fast, sound right, and turn chaos into equity. The ones without them panic-post a press release.
When your client hits 1 GWh in a day and doubles their record in a week… you just smile. Congrats @ElectronX. ⚡
AI without soul is dead. Start with your brand. — Molly Mahoney at #SMMW
The problem isn’t AI. It’s publishing something your own team wouldn’t put on a fridge. Good creative process has always been about taste, QA, and knowing when to hit delete. The tools changed. The bar didn’t.
AI can give you endless options. Design principles help you choose the right one. That’s why clear thinking, strong taste, and real creative conviction matter more now—not less.
Brand systems don’t live in pristine mockups. They live in rushed decks, weird crops, bad signage, tiny mobile screens, and all the other real-world mess. If your brand only works in perfect conditions, it’s not a system yet.
"Nobody stole your idea. You just took too long." — Nils Leonard at OFFF 2026. This applies to every brand sitting on a rebrand, a campaign, or a website redesign. Indecision isn't caution. It's how you lose.
AI made content cheaper. It also made everyone sound identical. If your brand reads like it was written by the same robot as your competitor's, that's not a strategy problem. That's a creative one.
Overheard at the studio: “remember when I said what smells so good? I realized it was me!”
A lot of brands are chasing more content when what they really need is more character. Griffin’s new campaign works because it is specific, weird in the right way, and impossible to confuse with anyone else. creativereview.co.uk/griffins-life-…
Hey designers, Underbelly is hiring! We’re looking for a Senior Designer to join our team in beautiful Salt Lake City. From website design, to branding and illustration, this role will join projects from concept to launch. Check out details and apply at underbelly.is/hiring
Some brand work we did alongside Day One, improving and unifying the clean brand of the original journaling app. Check them out at dayoneapp.com, and check out the case study on our website! #branddesign #branding #creativeagency #graphicdesigner #graphicdesign #logo
A throwback to some brand work we did alongside our friends at Day One! Check them out at dayoneapp.com, and check out the case study at underbelly.is/making-it-awes…! #throwbackThursday #throwback #branding #branddesign #creativeprocess #design #designagency
Heartbroken, devastated, don’t know how to recover from such a betrayal… #agencylife #creativehumor #boss #creativeprocess #graphicdesigner #branding #rude
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