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Smashburger, the fast-casual burger chain that popularized the "smashed" patty cooking technique, is embarking on a significant brand revitalization effort, appointing the newly formed agency Understory as its creative partner. This strategic move signals the company’s intent to move past a period of perceived brand dilution and establish a more consistent, modern, and impactful presence in the competitive restaurant landscape. The announcement comes as Smashburger acknowledges internal missteps and seeks to recapture the essence of its early success while charting a course for future expansion.
Rekindling the Flame: Addressing Brand Drift
In a candid corporate communication released in March 2026, Smashburger executives openly admitted to a loss of brand focus in recent years. The company attributed this drift to a succession of leadership changes, stating that executives who entered and exited the business lacked a deep understanding of the core values and distinctiveness that initially propelled Smashburger’s popularity. This introspection highlights a critical challenge for many established brands: maintaining brand integrity and strategic vision amidst executive turnover and evolving market dynamics.
This self-awareness has already translated into tangible actions. In November 2025, Smashburger unveiled a refreshed brand identity, featuring a new logo, an updated color palette, and an accompanying advertising campaign developed by the agency Karsh Hagan. This initiative aimed to project a bolder image and emphasize a flavor-forward menu, a cornerstone of the brand’s appeal. Concurrently, the company adopted "Belief is in the Bite" as its official tagline, a move designed to resonate with consumers’ sensory experience of enjoying their signature burgers. Furthermore, Smashburger has begun reorienting its marketing calendar around quarterly, thematic releases, such as the recently launched "Scorchin’" lineup, which emphasized spicy flavor profiles.
The engagement of Understory marks an extension and amplification of these ongoing efforts. The agency’s mandate is to infuse greater consistency and modernization into the nearly two-decade-old chain, which proudly claims credit for popularizing the distinctive smashed-burger cooking method that creates crispy edges and a rich flavor. This partnership is expected to play a pivotal role in unifying Smashburger’s brand messaging and visual identity across all consumer touchpoints.
A New Chapter, A New Partner
Tom Ryan, the visionary founder of Smashburger, expressed optimism about the new direction. "We’re entering a pivotal chapter for our brand," Ryan stated in a press release. "As we scale, we need a partner who understands not just where we are, but where we’re going. Understory brings a modern, energetic approach to brand building that matches our ambition. Their team immediately understood our vision, and we’re excited to build something powerful together." This statement underscores the importance of strategic alignment between the brand and its creative agency, particularly during periods of significant transformation.
The selection of Understory is noteworthy given its nascent status. Smashburger represents the agency’s first major client. Understory was founded by Darren Allison, a seasoned executive with prior experience at Karsh Hagan and Madden Media. Operating with a lean staffing model, as indicated on its LinkedIn page, Understory positions itself as a response to what it describes as the "decaying legacy agency model." Allison’s decision to launch his own venture followed what he characterized as observing "the place he loved slowly collapse," a sentiment he later clarified in an email to Adweek, referring to the unfortunate flame-out of the agency Madwell in the previous year. This context suggests Understory is aiming to offer a more agile, focused, and potentially more impactful alternative to larger, more established agencies.
Strategic Shifts and Leadership Evolution
Smashburger’s brand recalibration is occurring against a backdrop of internal strategic shifts. In August 2025, Jim Sullivan, previously the company’s Chief Development Officer and President, was elevated to the position of CEO. Sullivan’s primary focus has been on accelerating franchised development, with an emphasis on expanding Smashburger’s footprint through nontraditional locations. This push for growth comes after a period where the company experienced struggles in its expansion trajectory. Sullivan’s involvement in bringing Ryan back into the business fold underscores a concerted effort to recapture the brand’s original innovative spirit and operational excellence.
The previous agency of record, Karsh Hagan, also a Denver-based independent firm, was instrumental in developing Smashburger’s recent campaign. However, Karsh Hagan underwent a significant structural change when it merged with Madden Media in the fall of 2025. This industry consolidation often leads to shifts in client relationships and agency focus, potentially creating opportunities for newer entities like Understory.
Understory’s Approach and Early Demonstrations
Understory’s website articulates a clear philosophy, aiming to provide a fresh perspective on brand development. While initial links to its social media accounts on its website led to defunct pages, the agency has since shared early examples of its collaborative work with Smashburger through other channels, including LinkedIn. These early demonstrations showcase a commitment to modern design and animation, suggesting an aesthetic that aligns with the brand’s ambition for a more contemporary image. The subsequent clarification and correction of social media links on their website indicate a proactive approach to addressing early operational hiccups and ensuring transparency with potential clients and industry observers.
The implications of this partnership extend beyond creative execution. For Smashburger, securing a dedicated agency partner like Understory, particularly one founded by experienced professionals with a clear vision, offers the potential for more streamlined decision-making and a deeper, more integrated creative process. This can be crucial for a brand seeking to establish a consistent narrative and visual identity across its numerous locations and marketing initiatives.
Analyzing the Broader Market Context
The fast-casual dining sector remains highly competitive, with consumers increasingly discerning about brand authenticity, quality, and experience. Brands that fail to maintain a clear identity or adapt to changing consumer preferences risk losing market share to agile competitors. Smashburger’s proactive approach to addressing its brand drift and investing in a revitalized creative strategy is a positive indicator of its commitment to long-term success.
The rise of new, boutique agencies like Understory also reflects a broader trend in the advertising and marketing industry. As established agencies undergo mergers and acquisitions, and as client needs evolve towards greater agility and specialized expertise, smaller, more focused firms are emerging to fill these gaps. Their ability to offer personalized service, direct access to senior talent, and a more entrepreneurial spirit can be highly appealing to brands seeking significant transformations.
The success of Smashburger’s revitalization hinges on the effective execution of the strategy developed with Understory. This will likely involve a multi-faceted approach, encompassing digital marketing, in-store experiences, public relations, and potentially new product introductions. The focus on "Belief is in the Bite" suggests an ongoing commitment to highlighting the core product quality and sensory appeal that first attracted customers.
The Road Ahead: Data-Driven Insights and Consumer Engagement
To truly solidify its brand identity and drive growth, Smashburger will need to leverage data-driven insights to inform its creative and marketing strategies. Understanding consumer preferences, purchasing behavior, and brand perception through robust market research will be critical. This will enable Understory to develop campaigns that not only resonate aesthetically but also drive tangible business outcomes.
Furthermore, a consistent and engaging presence across all relevant consumer touchpoints – from social media platforms to the in-restaurant experience – will be paramount. As Smashburger scales, ensuring that every interaction with the brand reinforces its renewed identity and value proposition will be key to building lasting customer loyalty. The company’s commitment to innovation, exemplified by its thematic menu releases, should be further amplified by Understory’s creative prowess to generate buzz and attract new customer segments.
The partnership between Smashburger and Understory represents a significant moment for both entities. For Smashburger, it signifies a determined effort to course-correct and re-establish its position as a leader in the fast-casual burger market. For Understory, it presents a critical opportunity to demonstrate its capabilities and establish itself as a formidable player in the agency landscape. The coming months will reveal the extent to which this collaboration can translate into renewed brand vitality and sustained business success for the iconic burger chain. The journey of rediscovery and reinvention for Smashburger, guided by its new creative partners, is poised to be a compelling case study in modern brand management.
