Kiss Fm Design & Branding OZZY OSBOURNE by LUA Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency LUA Sao Paulo
Creative Director Atila Francucci
Art Director Rodrigo Cabello, Felipe Ortiz, Tulio Turina
Copywriter Bruno Godinho, Bruno Godinho
Producer Sabrina Inui
Account Supervisor Bruno Sattim
Illustrator Mauricio Sampaio, Sandro Grasseti, João Paulo Garcia
Released April 2012

Credits & Description

Category: Illustration
Advertiser: KISS FM
Product/Service: KISS FM
Agency: LUA
Creative Director: Atila Francucci (Lua)
Copywriter: Bruno Godinho (Lua)
Art Director: Rodrigo Cabello (Lua)
Illustrator: Paulo Garcia (Zombie Studio)
Illustrator: Mauricio Sampaio (Zombie Studio)
Illustrator: Sandro Grasseti (Zombie Studio)
Art Buyer: Anna Bohm (Lua)
Producer: Sabrina Inui (Lua)
Account Manager: Ricardo Polmom (Lua)
Account Supervisor: Bruno Sattim (Lua)
President: Tais Abreu (Kiss FM)
Media placement: Poster - Performance Venue - 25 April 2012
Media placement: Poster - Record Store - 25 April 2012
Media placement: Poster - Bookstores - 25 April 2012
Media placement: Poster - Bars - 25 April 2012
Media placement: Poster - Universities - 25 April 2012

Describe the brief from the client
Kiss FM is the most important radio specialised in classic rock in Brazil. It has a loyal audience and a repertoire based solely on the biggest rock classics of all time. When the radio came to us, it needed a more audacious visual platform in harmony with the boldness of its rock 'n' roll programming.

Describe the challenges and key objectives
The biggest challenge was to make Kiss FM stand out as the only ‘rocker’ option among a vast majority of radios essentially pop; to thereby gain new listeners.

Describe how you arrived at the final design
To differentiate Kiss FM from the pop radio stations, a new visual identity was created, one entirely based on illustrations and 3D modelling. Black and white are the predominant colours, with little variations in the mid-tones and the presence of some realistic textures. The characters and elements don't respect a logical proportion between them, reinforcing the fantasy aspect of the scenarios. The illustrations were used on posters, ads, billboards and gigantography. They show a big pop universe and invite the public to find a classic-rock character. The rock star is always next to the Kiss FM logo.

Give some indication of how successful the outcome was in the market
With the new visual identity, the number of listeners of Kiss FM increased by 17%, and the image of the radio got more associated with the great legends of the classic-rock world.