In keeping with its digitally native young adult audiences –
who don’t just play in the space of traditional media but create and develop
digital spaces – it became apparent that the iconic YFM logo required an
evolutionary step to mirror this dynamic.
As custodians of this inimitable brand that has signified
opportunity, aspiration, elevation and connection, intense deliberation and
care was taken in sculpting the visual representation of Y.
The Y logo represents the new, the here, the now… but also speaks
to the future of where the brand will venture and how the brand CI and its
platforms are able to remain relevant in any context.
YFM is a content brand.
In addition to
launching a refreshed logo, Y launches its new campaign ‘Y _NOT’ using a bold digital
and on-air campaign coupled with a television commercial.
‘Y _NOT’ promotes and heroes individualism and supports
young adults embodying their greatness.
Y believes that the most powerful catalyst for progress is
when young people have an enabling space to pursue their ambitions and seeks to
ensure that its platforms promote creation through collaboration.
“It has been an exhilarating journey to this point, and I am
confident that this natural next step will strengthen our connection with our
listeners and propel Y to new heights,” says Haseena Cassim, MD of YFM.
“Y is at the pulse of youth culture and as a content brand
we create with our audience. The brand’s fluidity is a mirror of their mindset.
We tried to capture this in our new CI and campaign, making sure the essence of
what Y represents, to young people, continues to resonate with them.
It was a task that we didn’t take lightly, understanding
that we are responsible for an iconic South African brand. Involving our talent
in the TVC was so important as they are the voices and faces of our platforms.
We are very proud of what we have produced,” says Natasha Wadvalla, Marketing
and Communications Manager at YFM.
In addition to these
exciting new developments, the station this month relocated to its new studios
in Hyde Park, Johannesburg, where it occupies space along with its sister
brands eTV, OpenviewHD and eNCA.
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