Rebranding the most popular radio station
for young Berliners
Discipline: Brand Identity and Campaign
Year: 2016
With: Boros
Fritz is a radio station for adolescents in Berlin and Brandenburg. The challenge was to redesign the brand identity to communicate Radio Fritz as the radio station for young Berliners. A cross-media image campaign introduced its new position and design with backlit posters, billboards, social media posts, and a cinema spot.
The new brand language is a quick and dirty, handmade look and makes the impression of fast occupation to approach the fun-loving, spontaneous youth. The main recognition elements are a customized type face and the painted brand color yellow.
With these unique elements, it's easy to brand any material. The Fritz font obtains an authentic hand-written look with three versions of each letter.
The new tagline "Radio has a name – Fritz" sums it up in a nutshell. In the campaign, young dancers take over the city. But all faces are painted yellow: No testimonials; everyone can be Fritz.
The visual appearance captures the brand attributes of fun, action, silliness and joy, and invites the target group to play with it.
The future could be ours.
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hallo@christineputz.de
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