Bauer Media and Wise Buddah refresh Place Portfolio sound and image
Bauer Media’s Place Portfolio has worked with Wise Buddah to devise a new station sound, identity and imaging package across 16 of its English and Scottish radio stations.
Running from Monday 17 February, the refresh includes the introduction of new strapline ‘Your Music, Your Life’ which was created following research of UK radio listeners. The new strapline will form part of a new 5-note sonic identity for the Portfolio running across stations including Manchester’s Key 103, Forth One in Edinburgh, Clyde 1 in Glasgow, Liverpool’s Radio City, and Bauer Media’s Cash For Kids charity. The strapline will also feature on station imagery and logos on multiple platforms.
Owen Ryan, the Place Portfolio’s North of England and Scotland group content director, led the production and imagery for the project; with Catherine Gort, marketing director, leading from an insight and branding perspective. Chris Ward, head of production for Bauer Place, led the development of all the imaging assets with Wise Buddah and his in-house team for all 16 stations.
“We spent months researching this new station sound and strapline with our listeners - we know that it feels personal and relevant to them, making them feel connected to their local radio station. This new suite of imaging, and one shared sonic logo, has allowed us to create a contemporary, powerful and engaging sound across the whole Place Portfolio, whilst still absolutely reflecting the stations’ local identities,” remarked Ryan.
Mark Goodier, Wise Buddah founder, added: “Put simply, the clear focus of our brief was to create something original and different to anything else in the industry. We wanted to create a sound that would stand out, as well as excite, inspire and connect with the Place Portfolio audience wherever they were and however they were consuming the brands.”
Wise Buddah was tasked with the project following a four-way pitch in 2013.
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