Although an already-established radio station, to become the community-focused youth channel they truly wanted to be, they needed a complete brand overhaul. We began with strategy, forming the brand idea of “Closer To Culture”. This gave us the leaping-off point for the visual identity — the concept of CADA as more than just a place for music, but a curator of culture.
The type system was designed to straddle the line between Pop and Hip Hop, showcasing versatility and ensuring it didn’t isolate any of the platform’s listeners. We used Commercial Type’s Graphik as the primary typeface, its multiple weights and widths giving us the flexibility and cohesion we needed. While the boldness of Graphik grounds the brand, Commercial Type’s Ayer complements it, producing a distinctive and highly-ownable combo.
From naming right through to the outdoor launch campaign, we worked with the crew at CADA to help them build their brand from scratch and set the tempo for their launch as an Australian youth media and entertainment enterprise.