Challenge
For sixty-five years, KUOW 94.9 has been a pillar in the Puget Sound media landscape. Yet for much of that time, the station let other people define it. Under new leadership, KUOW decided it was time to put a stake in the ground—to articulate exactly the kind of media company it wanted and needed to be. Truth, clarity, and understanding are part of their promise. KUOW realizes their work isn’t done simply if are people are listening. The key is whether or not they are moving hearts and challenging your thinking, promoting understanding and broadening your field of vision. And they decided they wanted to go for it with a new mindset, a new look, and a new attitude.
Solution
The key to building out a comprehensive visual and verbal identity system is going deep. And to go deep—to get to know your clients inside and out—you need to establish a relationship built upon mutual trust and respect, and anchored in friendship and fun. KUOW was our partner in this work from start to finish. They had a dedicated internal brand team who rolled up their sleeves and dug in, and leadership was totally engaged at every step of the way. KUOW was at the table with us making decisions, settling differences, building alignment, and moving the strategy forward. This is how we work best: a strong relationship, incredible chemistry, and keeping it real.
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