SPH Radio, one of the two major broadcasting and media companies in Singapore, was seeking an agency to provide a new brand concept direction in line with their shift in their radio programming strategy. The station 91.3FM had seen multiple branding changes in the last 5 years with no hint of commercial success.
SPH Radio approached Mark De Winne and Sarah Cheng-De Winne as they were the previous leads in designing Kiss92FM’s brand identity and strategy that was launched in 2012, Singapore’s top English radio station within 2 years of launch, whose brand that continues to be relevant and strong even 6 years on.
We set out to achieve the following with the brand identity:
“They really standalone in terms of the attention to details, in things like typography and general design, and looking at colors and how they relate to the target audience. We really haven’t seen that sort of level of detail from anyone else who pitched to us.”
Senior Program Director at SPH Radio
Creating Visual Hooks
Some of the key features of the brand identity we wanted to translate are