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Radio New Zealand - Re-Brand

Radio New Zealand appointed Clemenger BBDO to re-brand their organisation. The overall objective for the rebrand was to revitalize the Radio New Zealand image and maximize the value of Radio New Zealand as a Public Service Broadcaster as a great New Zealand asset that reflected our identity and echoed our voice. The current image was clouding the product, they had to overcome perceptions that their listeners were old. They also needed to minimize the confusion between the many business units that were not seen as part of the Radio New Zealand offer. Each business unit trademark was different, and there was no visual link back to Radio New Zealand. Bruce Hamilton – the Creative Director of Clemenger Design and Di fuller who was the Senior Designer were assigned to the business and the challenge. A brand mark was created that visually expressed our unique sounds – as a nation and as a broadcaster. The koru – a symbol to reflect all New Zealanders, the waves represent our many voices on the airwaves. Designer Tim Christie worked with Di to create the final identity. The challenge continued to provide a visual language that could be easily translated across Radio New Zealand and its business units, on building signage, reception areas, vehicle livery etc to name but a few.