Redefining Africa's Airwaves.
In late 2023, a long-standing client of ARK's, based in Uganda and Rwanda approached us with plans to launch Africa's freshest and most disruptive radio station and media platform. Founded on energy and experiential excellence, Play Radio is set to revolutionise the status quo of radio in Africa. The brand's reach and channels extend beyond radio, encompassing online, on-air, and on-ground experiences.
Brand Strategy
Play It Loud
The strategy for this brand truly stretched us creatively. Rooted in fearless, unapologetic self-expression, the Play brand is unique and challenged us to think outside the box. Our goal was to create a strategy with both utility and the creative edge needed to capture the target audience.
Positioning
As part of the brand strategy, we developed the PLAY IT LOUD positioning statement and tagline that conveys the brand’s essence, creates differentiation, builds brand recognition, and enhances emotional connection.
Brand Identity
A Canvas for Expression
Informed by the brand strategy, we concluded that the brand’s logo needed to be unconventional—a mark that was not only adaptable, given that this is a mixed media brand, but also an embodiment of the loud and proud brand persona in its entirety.
Versatility
The brand identity is designed to be versatile. It can be used for a variety of functions and applications, maximising the opportunities for creative expression.
Visual Language
Play Radio’s visual language is rooted in highly contrasting colors, bold typography, and electrifying imagery. The brand’s aesthetic style is youthful at its core, exuding energy and conveying a confident demeanour that is full of presence.
Merchandise Design
Play Radio’s merchandise design is guided by the creative direction in the visual language highlighted above. By utilising vivid colours along with youthful and captivating designs, the brand’s swag is not only visually compelling but also aligns perfectly with the zeitgeist of its target audience.
