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Bauer Media has unveiled a new visual identity and marketing campaign for its U.K. radio brand KISS, as the broadcaster seeks to position the station for younger, digital-first audiences.
The rebrand, developed with creative agency NOT W+K, part of Wieden+Kennedy London, introduces an updated KISS logo and branding system designed for use across broadcast, social media, digital platforms and live activations. Bauer Media says the redesign draws on the way younger audiences communicate online, including the use of the “x” sign-off associated with kisses in digital messaging.
According to the company, the updated identity will be used across KISS and its sub-brands to create a more unified visual system across platforms. The campaign includes outdoor advertising in London, social media activity, digital partnerships with Spotify, Uber and Tinder, and live promotional events featuring KISS Breakfast presenters Tyler West and Chloe Burrows. Bauer Media says the activity is intended to increase audience engagement across digital and physical touchpoints.
Anne-Marie Lavan, chief marketing officer at Bauer Media Audio, said, “This new look and campaign for KISS is the beginning of an exciting new era for the brand. Working with Wieden+Kennedy, the7stars and NOT W+K has been a collaborative and creative experience, which is reflected in the new look and feel for KISS across all its touchpoints.”
“KISS has always been a home for mischief makers,” Anika Ramani, head of NOT W+K, said. “From day one, our focus was not only to resurface that spirit, but to fully embrace it by working on a platform of mischief amplified and an identity built around something that was staring us all in the face — the kiss itself.”
Phillipa Beaumont, creative director at Wieden+Kennedy London, said the campaign was designed to reflect what the agency described as the station’s distinctive personality.
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