Magic Radio
campaign design
branding
Brief: Magic Radio is a UK household name in easy-listening radio. Thinkfarm was briefed with shifting its perception without losing its familiar identity. Research showed the brand needed to display a confidence that chimed with empowered female listeners.
Response: For the campaign I developed a headline type lockup that was bold and advert-worthy but kept the lightness with lower-case type on a rising angle, topped with a subtle glow effect. It works both as a single line and stacked for a variety of formats. The campaign was a chance to update the overall visual brand. I worked on a lighter and more social-media friendly logo update, a new typeface system, and gradient-based graphics.
Response: For the campaign I developed a headline type lockup that was bold and advert-worthy but kept the lightness with lower-case type on a rising angle, topped with a subtle glow effect. It works both as a single line and stacked for a variety of formats. The campaign was a chance to update the overall visual brand. I worked on a lighter and more social-media friendly logo update, a new typeface system, and gradient-based graphics.
Outcome
The campaign preceded a bump in listener numbers after a years-long decline, as well as provided a refreshed visual identity adaptable across multiple platforms and applications.
