- Friday, Jan. 17, 2014
Entertainment media brand consultancy & creative agency Troika has partnered with Southern California public radio station KCRW - Los Angeles’ first NPR affiliate and host of one of the nations largest arrays of locally-produced, nationally-distributed content - to reposition and refresh the brand. A multi-platform advertising campaign announces the launch, including an on-air spot and billboards, bus wraps, and bus shelter posters currently posted throughout Los Angeles.
KCRW tapped Troika, a local agency that has developed positioning and identities for major media companies including ABC, The CW, AMC and Time Warner Cable, to build a brand platform that enables KCRW to embrace new forms of media while still holding onto the qualities that give KCRW a distinctly Los Angeles perspective.
Troika led the collaborative brand refresh by developing the new KCRW brand identity in tandem with the brand strategy. The identity is rooted in a new logo, which visually represents KCRW as a cultural aggregator and influencer. The mark is built to be seamlessly integrated anywhere KCRW is, acting as a ubiquitous symbol for art, music, culture, news, and events.
KCRW’s new multi-platform identity includes a digital brand toolkit, genre and program-specific icons, corporate collateral, and marketing materials for a print and outdoor campaign throughout Los Angeles. The new KCRW brand culminates with a :30 spot articulating the brand vision of “uniting curious minds everywhere.”
Dan Pappalardo, Founder & CEO at Troika, noted, “KCRW has been an integral part of my LA experience since I moved here in 1984. They truly are a local institution, so it was a rewarding experience to partner with such a beloved brand and position it for growth without losing the soul. The result is a forward-thinking brand that embraces they many ways their audience experiences KCRW.”
The refreshed KCRW brand was developed by a team of over 15 strategists, creative directors, writers, designers, animators, editors, and producers at Troika. Three days of onsite interviews were conducted to surface the challenges, opportunities, and goals of KCRW’s staff and on-air talent, which provided the foundation for the new brand strategy and identity.
Troika is an award-winning brand consultancy and creative agency for clients in entertainment and sports media. Based in Hollywood, Troika's team of strategists, creative directors, writers, producers, designers and animators specialize in brand strategy, creative strategy, marketing campaigns, and brand stewardship. Troika has worked with top entertainment and sports media brands, including ESPN, AMC, EA Sports, Time Warner Cable, NBC Sports, ABC and FOX. For more information, please visit www.troika.tv.