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WNYC
Branding
We did: Everything
WNYC asked us, their agency of record, for a comprehensive audio identity overhaul that included an audio logo, music, strategy and a new brand voice.
This far-reaching initiative was the first of its kind in public radio. WNYC wanted every bit of audio broadcast to reflect and reinforce their position as a modern, relevant source of information and culture in New York City. We conducted extensive interviews with all departments and armed with a complete understanding of WNYC’s needs and aspirations, we produced a massive audio package to elevate and evolve their brand, complete with IDs, strategic positioning, music playlists, and style guides addressing everything from script-writing to VO casting. Read more.
Play WNYC Audio Logo
Audio List
In addition to a unique, forward-thinking audio logo, WNYC needed an original music package worthy of the leading public radio station in America.
We incorporated diverse influences into an eclectic set of original music beds with different options for each day-part. We cast and directed Scarlett Johansson, a fan of the station, to signal a new youthful and approachable brand voice. And we crafted a new station tagline, “Just keep listening,” as an evolution of our previous “Never turn it off” campaign. To ensure the longevity of the initiative, we produced an array of spots for best practice reference and provided hands-on training to empower WNYC producers to embrace the the new brand guidelines.
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Play / Scarlett Johansson IDs
01 Station ID 1
02 Station ID 2
03 Station ID 3
04 In Hour ID 1
05 In Hour ID 2
06 Digital ID 1
07 Digital ID 2
08 Membership ID
09 NPR News ID 1
10 NPR News ID 2
The “Never turn it off” campaign expressed our vision for WNYC’s central benefits to listeners: reliability, consistency and timeliness.
This campaign playfully invoked the value of information as social currency, and reflected WNYC’s position as part of the fabric of listeners’ daily lives. It flexibly extended throughout media and context, from a Summertime out-of-home campaign to election-season TV commercials. Above all, it conveyed the benefits of attention to serious matters while still maintaining the energy, levity, and compassion that keeps WNYC listeners feeling welcome and tuning in.
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Play Halfsies / Keep It On / Election
Audio List
Here’s The Thing

As WNYC’s agency of record, we have also worked on campaigns for their innovative and award winning shows, including Alec Baldwin’s Here’s The Thing and Radiolab.

For the debut of "Here’s the Thing with Alec Baldwin," WNYC’s first digital-only production, we had the opportunity—and the need—to form a strong branded impression right from the get-go.

Though our initial explorations cast a wide net, they were all driven by the imperatives of clarity and simplicity; the logo needed to be legible at many sizes, from its icon on the iTunes store to its show page on WNYC.org.

The design ultimately chosen was bold and specific. It recognizably extended the WNYC identity while still capably standing on its own. It also met the most vital criteria of all: approval from Mr. Baldwin himself.

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Radiolab In The Dark

Thanks to its immense popularity as a top-ranking podcast, Radiolab’s fan base extends across the globe. While the main goal of our "In the Dark" poster series was to promote Radiolab’s touring stage show debut in Brooklyn, they were also designed to remind audiences who was responsible for this widely-heard production. For the out of home campaign, we wanted to convey the show’s cosmopolitan appeal while also framing it—literally and figuratively—within the context of WNYC.

At the same time, we were facing down a deceptively simple question: What is Radiolab about? Our print campaign needed to convey the curiosity inherent in the show, with topics spanning from space to neuroscience to more esoteric questions about the basic nature of humanity.

Our solution was to give every designer at eyeball a bundle of show segments to inspire them, and then turn them loose to create. We produced over 40 posters in 3 days, allowing the show producers and WNYC to choose their favorites. The response was overwhelming with two shows at the Brooklyn Academy of Music selling out in 3 hours and Radiolab hosts Jad Abumrad and Robert Krulwich giving us huge bear hugs on premiere night.