A BRAND DESIGNED TO EMBRACE DIVERSITY

Community broadcasting is a vital part of the Australian media landscape. Yet there remained an opportunity to uplift the term “community”, and shift perceptions from amateur to excellence, and from non-inclusive to somewhere diversity can thrive.

CLIENT

CBAA

SECTOR

Radio & Communications

SERVICES

Brand strategy, tone of voice, visual identity, asset templates, brand shoot

Strategy

We conducted in-depth brand research and workshops, culminating in a brand proposition, architecture system and compelling brand story.  Speaking to the connection CBAA enables, the proposition of “connecting communities” was brought to life creatively through the idea of “sum of all parts”.

Visual Identity

We reviewed the current brand identity system and product logos, and developed a new visual identity system for the brand. Just as CBAA provides the building the blocks for others to connect, bringing assorted pieces to work together – the design was inspired by connective pieces that together make a whole.

Verbal Identity

A verbal identity and messaging matrix was created to articulate the CBAA proposition across audiences, as well as an audio lockup that could be used as a sign off on the air. “CBAA, The community broadcasting association of Australia. Helping communities stay connected every moment of the day. That’s CBAA.”