Developing a unique brand strategy and clear brand positioning was crucial in communicating the difference that Scala Radio brings. Together we profiled audiences who listen to all sorts of music, classical among them. People who want a classical radio station that’s not stuffy and educational but interesting and informative, presented by people who entertain. We captured it in the line ‘classical music for modern life’.
Why the brand name Scala? Because it hits the right notes on so many levels. The word translates as ‘scales’, the highs and lows at the heart of music new and old. La Scala is also the world renowned, opera house in Milan. It’s presented the best classical music, opera, theatre and dance since it was built in 1776. It deserves homage and the name inspires everyone to be the UK’s best radio station for classical music, new works and cultural conversations on clear, modern stereo digital channels.
With the underlying brief of Classical Music. Modern Life. we developed the brand logo early on in the process for Bauer’s pre-launch announcements. We then moved on to the development of the complete brand identity system. We conceived, directed and produced film, photography and three dimensional movies to support all elements of communications including digital, social media and websites.
With the brand naming, brand messaging, brand identity and assets in place, we designed, styled, produced and delivered a launch campaign fulfilling an extensive media plan, advertising in print, online and outdoor. We also delivered designs for office and studio branding.