Hits Radio
branding, logo design, prop design
This was a brand refresh for Bauer Media’s Hits Radio station. The strategy focused on how Hits Radio fits into the lives of its target audience of mid- to early-millennials. The team focused on representing the station as a boost of energy and fun into everyday life. The team included Mark Norton as Creative Director, with myself and Maria Olesczuk handling graphic design, and Nigel Coan and Zoe Prosser working on motion graphics.
Visual system
I drove development of the visual brand, taking social media assets as a starting point, in line with the target audience. I developed the ‘zig-zag’ signal pattern, based on the angles already present in the logo, as a way to represent the brand’s essence of fun and energy. This could be used in backgrounds, as overlays and as part of graphic and typographic layouts.When formulating and writing the brand guidelines I also refined the text system, which used two weights of text within headlines for added dynamism, and the use of a refreshed colour palette based on vibrant RGB-based colours.
Logo update
I worked on the logo to highlight the word ‘hits’ as the primarily element of the name. This meant working out how to treat the word ‘radio’. My final design retained the word inside the green holding shape, but shrunk down, and positioned in a way that allowed the logo to fit better into a more manageable, square-shaped perimeter. With the design agreed upon I refined shapes and spacing to ensure legibility and consistency.
Campaign
For the advertising campaign I produced static advertisement layouts and designed the Hits Rickshaw which transported the station’s three star DJs to destinations around the country where they would ‘turn it up’. Within a tight turnaround, I was responsible for mock-ups, design, and artwork production.
