You heard it back in 1978 when The Buggles proclaimed the end of the radio star, and it has continued ever since. Around the world, radio listeners are switching off in their droves, taking control of what they listen to, how they do it and when. That’s left fiercly competitive local markets as stations work hard to arrest the decline and battle for the remaining share of our ears. Southern Cross Austereo approached Landor to help deliver a national solution to their problem.
Landor worked in partnership with the Southern Cross Austereo team to develop a new impactful brand that could be used flexibly across their national stations, starting in Adelaide, before being rolled out across the country. The new brand had to connect to a younger, female demographic, without alienating their current, vital group of listeners.
A bold, but playful ‘H’ gave us a gift in its negative space; the exclamation mark. An indication of strength and intensity, it’s the perfect symbol for the positive energy, impact and emotion the station was promising its listeners. The identity is fresh, modern and with a trend–proof colour palette that immediately resonates with the target audience. It’s flexible and dynamic, expressing the young and vibrant energy of the new programming.
Since relaunching the brand in Adelaide, the success in the local market has led to a fast-track national rebrand of the entire Today network of 6 stations. While we await the impact the brand has had on audience share, anecdotal results point to a great success, with expectations of significant growth in 2015’s numbers. We certainly think it’s a hit.
“The Landor team were insightful, creative and thoughtful and have been a great partner on this significant rebrand program. Landor delivered SCA an iconic, modern and colourful brand that has transformed the look and feel of the Today Network group of stations nationally.” Nikki Clarkson, National Marketing Director