Underline
Underline is a Toronto-based strategic branding and design agency founded in 2005 by Claire Dawson and Fidel Peña. The studio partners with organizations to transform strategy into impactful creative execution, helping brands drive awareness and engagement through design. Recognized as the Advertising and Design Club of Canada’s Design Studio of the Year in 2019, Underline has earned over 500 international awards from Communication Arts, Graphis, D&AD, Laus, and others. Their multidisciplinary team specializes in brand identity, editorial design, digital experiences, and campaign development for clients across culture, technology, retail, and the public sector.
Works with Items, Neue Haas Grotesk
Cases
- 99 Ravens
- Brand Identity for 99 Ravens
- Actionable
- Brand Identity for Actionable Workforce Platform
- Advertising And Design Club Of Canada
- Campaign Design for the Advertising and Design Club of Canada
- Alchemy Canna Corp
- Brand Identity for Alchemy Cannabis
- Alvarezz
- Album Artwork for Alvarezz: La Línea Imaginaria
Awards
Explore awards →Awarded work credited to Underline. Coverage is partial; projects may be shared with other studios.
Graphis Design Awards2024–2025Silver 5Platinum 16 entries · 6 projects
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2025
Canada Post Willie O’Ree Stamp
- Silver · Print / Stamps
Client: Canada Post · Designer: Claire Dawson, Ritu Kanal, Laura Rojas, Yasaman Fakhr · Design Firm, Main Contributor: Underline Studio · Art Director: Fidel Peña, Claire Dawson · Illustrator: Mike McQuade · Photographer: Philip Cheung · Printer: Colour Innovations
2024
ADCC Identity
Nominations
Projects named as nominees, finalists or shortlisted entries in the official archive. Listed separately from award wins; coverage is partial.
D&AD1 nominations
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Archive/Recollection: 75 Years of The Advertising & Design Club of Canada
2025 · Shortlist · Typography / Publications
Creative Director, Designer, Editor: Claire Dawson · Creative Director: Fidel Peña · Editor: Michelle Ovcaric · Editor: Elizabeth Brandt · Photographer: Paul Weeks · Photographer: Arash Moallemi · Entrant Company, Design Agency: Underline Studio · Brand: ADCC · Client: The Advertising and Design Club of Canada
Commendations
Projects receiving Highly Commended, Honorable Mention or Special Kudos in the official archive. Listed separately from award wins; coverage is partial.
Graphis Design Awards1 commendations
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Face/Deface
2025 · Honorable Mention · Print / Brochures
Client, Design Firm, Main Contributor: Underline Studio · Designer: Fidel Peña · Art Director: Claire Dawson, Fidel Peña · Writer: Roberto Lovato, Elizabeth Brandt Roque Dalton, Ryszard Krynicki, Stuart Ross, Jim Smith · Project Manager: Wali Mahmud
News & interviews
Clients
Tech Stack
Technologies detected on Underline's website.
