In 2014, our growing agency moved into an old print works on Emerald Street, London. Our award-winning work was increasingly being noticed and we were invited to work on a rebrand of Bauer’s UK-wide network of 43 Radio stations with their 8.7m listeners. It was a complex brief that required the creation of a series of brands, each appealing to a very different listener group yet unified with a common tone of voice and design theme.
The Allotment MD, Paul, recalls: “The success of the project was based on a clear focus on customer insights and the translation of their needs into a simple brand hierarchy that created simplicity, control and clarity.” For James and his team, it was a ‘music passion’ project, which involved creating a bespoke typeface and a dynamic logo system for 43 radio stations and a launch campaign for the major stations across the UK.
Paul concludes: “This project really does demonstrate the power of design to create cohesiveness and clarity in business. Even today, so many businesses have such complex brand hierarchies that opportunities for leverage across customer segments are missed.”