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“This was a challenging brief but we are delighted with the outcome. It is a multi-platform brand identity that is vibrant, cohesive and really unifies our extended City Network radio offering while maintaining what’s at the heart and soul of every single local Bauer station – their relationship with their listeners and their locations.”
NICK BUTTON, MARKETING DIRECTOR, BAUER CITY RADIO NETWORK
The challenge and solution
Bauer Media UK reaches over 22 million consumers in the UK through a portfolio of multi-platform media and entertainment brands including Kiss, Heat, Grazia and Empire. As part of this it runs a family of 43 local radio stations located in the UK’s major cities. Stations in the Bauer City Network champion local communities and strive to deliver more relevant local programming and to unite listeners in the places they live. This is part of the wider strategy called ‘Closer To You’, which focuses on Bauer’s ability to tailor content to local listeners and thereby provide a more targeted offer to national advertisers.
The Allotment’s challenge was to bring all of the existing 43 radio brands into a more consistent identity architecture as well as creating a proposition that was inspiring and exciting. The solution had to work within a complex naming structure – the existing radio brands had significant equity – and across multi-platform audience channels. The solution also had to be adaptable so that the local radio marketing teams could leverage the individual brand identities to meet their own commercial objectives. The brands had to be applied to 43 different websites and a wide range of touchpoints from digital through to events.
It was a complex brief that needed a simple and clever solution.
HOW WE SOLVED IT
To reflect the overarching strategic proposition of ‘Closer to you’ our creative strategy focused on developing a unifying structure around the word ‘YOUR’ ie. Your Metro Radio, Your Clyde etc. The ‘YOUR’ element personalises each brand to the station’s locality and acts as a flexible graphic window to create a very ownable brand property. Each channel within each radio station has a distinctive tone of voice and uses different gradient colourways to create individual identities.
The project culminated in the provision of a comprehensive set of brand guidelines for the individual marketing departments in each of the radio stations.
Typography: Rob Clarke
Bauer city network identity
Here’s how we tuned into Bauer’s challenge to grow listenership and loyalty.