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Sameunderneath has evolved from an educational concept, to shirts soldout of a backpack then concerts, to a successful, socially responsible high-end clothing company. These shifts have all centered on Sameunderneath’sfounder, Ryan Christensen and his hands-on passion for change. Ryan hasbeen the heart of Sameunderneath from its inception and he has instilled itwith the values that hold up the brand today and the philosophy that is behindthe message of the brand.
Sameunderneath is more than a clothing company. Instead of being denedby the products it sells, Sameunderneath is dened by its philosophy and
those who support it. Sameunderneath is about taking a stand for what youbelieve in and making informed choices. It’s about people who look beyondtheir differences and instead see ways to bring people together. It’s aboutbelieving that small choices and ideas can help change the world.Ryan has developed Sameunderneath and has essentially been the face ofthe brand up until this point. The Sameunderneath brand is expanding at arate that Ryan cannot support himself. This is why Sameunderneath needsa new approach that will develop the brand nationally while maintaining thecharacteristics that make it unique. Sameunderneath needs a presence thatwill reach Enlightened Rebels in ways that overlap in their day to day lives.With a new brand strategy, Sameunderneath will attract people on a nationallevel and give those people a platform from which to speak.
UNDERS T A NDING
Knowing Sameunderneath’s values, philosophy and businessgoals, Kiwi has developed a plan of action utilizing two mainstrategies that will focus on the online and in-person consumerexperience to address these objectives:
• Sharpen the Sameunderneath brand to a razor sharp edge,while keeping the brand exible enough to evolve as a business.• Elevate brand awareness to drive interest in the brand and the
movement of Sameunderneath by reaching the trend settersand leaders of the community and converting them to brandevangelists.
• Develop the Sameunderneath brand so that it stands on
its own, through a comprehensive campaign of outdoor,experiential and online advertising.
• Create opportunities for people to interact with
Sameunderneath that can be scaled to a local or national level.
strategy 1
Increase and enrich Sameunderneath’s online presence to beinclusive and supportive of its followers and customers through:
• Website Re-design• Promotions• Documentary Series• Providing Local Information• Blogger Outreach• Banners Ads• Wallscapes• Search Engine Marketing and Optimization
strategy 2
Successfully expand Sameunderneath stores beyond Portland by
thinking global but acting local, utilizing the following to create astrong bond between local communities and the brand:
• Community Directors• Promotions• Support local community• Sameunderneath Branded Magazine• Wallscapes• Sponsorships
 A PPRO A CH
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