Thinkfarm

Scala Radio

Bauer Media identified a growing number of people exploring classical music not served by a radio station that really spoke to them. Our award-winning work helped them fill that gap

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’.

AWARDS

Scala and Thinkfarm top Transform Awards Europe 2020
The Transform Awards recognise best practice in brand development work across the UK and Europe, with categories that focus on strategy, execution, content and evaluation. We collected 4 category awards for our work with Bauer Media on the development of the Scala Radio brand. We also won the much coveted Grand Prix – “the best of the best”. We’re very proud of the work and grateful to Bauer and the team at Scala Radio for giving us the chance to excel and their trust in our sometimes challenging process.

Grand Prix Winner: Best overall
Gold: Best naming strategy
Gold: Best implementation of a brand development project
Silver: Best strategic or creative development of a new brand
Bronze: Best visual identity in the technology, media and telecomms sector

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.

See the Scala Radio website for more.

OUTDOOR LAUNCH CAMPAIGN

Scala launched with large-format site takeovers at key central London locations – including Waterloo Station, the Kensington exhibition area and Westfield Shopping Centre
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