UnderStory

What UnderStory does

UnderStory is a brand and digital creative studio based in Tallahassee, Florida, founded in 2015 by Eric and Jay Foster and operating as an independent, bootstrapped LLC. The firm designs and builds brand systems and digital experiences for a mix of mid-to-large enterprises and small businesses, with a service portfolio spanning brand strategy and identity (logo, typography, color, illustration, motion, photography, video), websites and apps (UX/UI design and frontend/backend development), and supporting modules in research/strategy, SEO/analytics, and content production. Notable engagements include Smashburger (brand storytelling and content across 190 locations), Vanderbilt Health Affiliated Network, Florida Department of Environmental Protection's Protecting Florida Together website (a 26th Annual Webby Award winner featuring Google Maps API data visualization), Atlantic Casualty Insurance, Centek Marine, FSU's Institute of Governance and Civics, and Capital City Honey. Revenue mechanics are professional-services based, quote-driven, and project-by-project; distribution is direct via the firm's portfolio website, segmented contact forms, and sales-led outreach, with awards-led earned media (Communication Arts, Webby, Addy Awards, Logo Lounge) supporting top-of-funnel demand.

Name

UnderStory

Legal name

UnderStory, LLC

Website

https://understorystudio.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

UnderStory is a Tallahassee-based brand and digital creative studio founded in 2015 that designs brand systems and websites for enterprises, government, and SMB clients across healthcare, insurance, food/beverage, and education verticals.

Ownership category

akta.pro rank

Product category

Creative & Digital Design Services

NAICS

Advertising Agencies (541810), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Graphic Design & Visual Content Production (BPAFAIAC)

akta.pro secondary industry

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

Keywords

• Brand identity design
• Creative agency services
• Website design development
• UX UI design
• Digital experience design

Headquarters

HQ city

Tallahassee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Brand & Identity Services: Professional services revenue from brand strategy, logo design, typography, color systems, iconography, illustration, and overall brand art direction for clients.
2. Website & App Development: Revenue from designing and developing websites and applications, including UX/UI design, frontend and backend development, and ongoing digital product support.
3. Design & Creative Services: Graphic design, illustration, video production, photography, and content creation services. Includes print collateral, packaging design, and multimedia content.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

UnderStory is a brand and digital creative studio that designs and builds brand systems and digital experiences for clients across healthcare, government, education, food and beverage, insurance, and nonprofit sectors. Core offerings include brand identity design (strategy, logo, typography, color, iconography, illustration, motion, photography, video) and website/app design and development with UX/UI, supported by research and strategy, SEO/analytics, and content production services. Engagements are typically delivered as custom, project-based studio work for mid-to-large organizations and emerging brands.

Product overview

UnderStory is a brand and digital creative studio offering a unified portfolio of services centered on brand systems and digital experiences. The core offerings span Brand & Identity Services (strategy, logo, typography, illustration, motion) and Websites & Apps (design and development). Supporting service modules include Dev & Engineering, Design & Illustration, SEO & Analytics, Research & Strategy, UX & UI Design, and Video & Content. The studio has delivered notable projects including Protecting Florida Together (award-winning environmental data website with Google Maps integration), Capital City Honey Company (full brand/website/packaging with PayPal ecommerce), Vanderbilt Health Affiliated Network (healthcare platform), and Artia Solutions (pharmaceutical brand identity and digital style system). Founded in 2015 and celebrating 10 years in 2025, the agency has been recognized by Communication Arts, Webby Awards, Addy Awards, and Logo Lounge.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand & Identity Services Comprehensive brand identity design service including brand strategy, logo design, typography, color systems, iconography, illustration, animation and motion graphics, photography, video, and overall art direction, delivered as a coherent brand identity system for client organizations.
• Websites & Apps Product-minded digital design and development of websites and applications built as business and marketing tools that adapt and grow as a branded system, covering UX/UI design, front-end and back-end development, and ongoing digital product support.
• UX & UI Design User Experience and User Interface design services for digital products, providing a human-focused foundation for client websites, applications, and interactive experiences.
• Research & Strategy Strategic planning service to determine the best course of action for achieving client goals, including audience discovery and 'why' mapping that guides downstream brand identity and digital work.
• SEO & Analytics Search optimization and analytics service covering optimized search results, Google Tag Manager and Google Analytics implementation and optimization for client websites and digital properties.
• Video & Content Video production, photography, and web/social media strategy and content creation service supporting client brand storytelling across digital and social channels.
• Dev & Engineering Front-end and back-end engineering service providing the visual and backend power for web, native, and hybrid applications built for client engagements.
• Design & Illustration Graphic design and illustration service producing top-quality visual assets for web and print, supporting brand systems, marketing collateral, and digital experiences.

Quantifiable outcome

• Protecting Florida Together won 26th Annual Webby Award in Government & Civil Innovation category
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SmashburgercoreStrategic or Co-development Partner · 13 April 2026UnderStory partnered with Smashburger for brand storytelling, digital and social content creation, campaign development and execution, and guest engagement initiatives. The collaboration supports Smashburger's long-term growth strategy and expansion across 190 locations, unifying their marketing ecosystem and enhancing cultural relevance.
• Good Must GrowminorStrategic or Co-development PartnerCollaborated with Good Must Grow to plan, design, and develop the Vanderbilt Health Affiliated Network website. Good Must Grow is a marketing partner working with healthcare organizations.
• The Moore AgencyminorStrategic or Co-development PartnerPartnership with The Moore Agency to design and build the Protecting Florida Together website for Florida Department of Environmental Protection. The Moore Agency served as the primary agency for this government project.
• Lonely Fox PhotographyminorStrategic or Co-development PartnerPartnered with Lonely Fox Photography (Dave Barfield) for new photography to support Wiregrass Millwork & Lumber brand story, capturing imagery of master craftsmen and their work.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Work & Co: Digital product agency designing and engineering websites, apps, and brand experiences for enterprise clients. Closely aligned on the website/app and brand integration thesis.
• The Moore Agency: Tallahassee, FL-based integrated marketing agency serving government, healthcare, and regional brands. Direct regional peer with overlapping service scope and existing co-vendor relationship on the Protecting Florida Together project.
• Instrument: Independent creative and digital agency specializing in brand identity, digital experiences, and content for forward-leaning brands. Comparable boutique-creative-meets-product positioning.
• Manual: Brand and digital agency focused on brand systems, design, and web for mission-driven and enterprise clients. Closely comparable on integrated brand and digital experience delivery.
• Civilization: Independent design and brand agency known for identity systems, brand storytelling, and digital experiences for ambitious clients. Highly comparable boutique design studio profile and award orientation.
• Buck: Design and creative agency specializing in brand, motion, and interactive experiences. Comparable craft emphasis across branding, motion graphics, and digital experience work.
• Good Must Grow: Healthcare-focused marketing partner collaborating with healthcare organizations on brand and digital presence. Directly comparable on healthcare vertical focus, and an existing co-vendor on the Vanderbilt Health Affiliated Network project.

Broad incumbents

• Pentagram: Iconic multi-studio design consultancy specializing in brand identity systems. Comparable on brand identity craft and award profile but operates at far larger scale with 20+ global partners.
• R/GA: Global digital agency combining brand, product, and marketing transformation. Overlaps on brand systems and digital experience work but with significantly larger scale, technology offerings, and enterprise footprint.
• Huge: Global experience agency offering strategy, brand, and digital product services. Comparable across the full brand-to-product stack but at substantially larger enterprise scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/understoryllc
• LinkedInlinkedin.com/company/understory-llc
• Instagraminstagram.com/_understory
• Xx.com/_understory

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UnderStory