POP FM
Company Background:
POP FM is a radio station located in Los Angeles that caters to the Russian-speaking community in the city, with a focus on serving immigrants and their descendants from post-Soviet Union countries such as Armenia, Georgia, Kazakhstan, and Uzbekistan. The station plays a mix of Russian and international pop music, and also offers news and programming in Russian.
The Challenge:
POP FM approached us with the challenge of creating a brand identity that accurately reflected the station’s focus on Russian culture and pop music, while also resonating with its diverse target audience of Russian-speaking immigrants and their descendants from various post-Soviet Union countries. The station wanted a brand that was energetic and modern, but also conveyed a sense of connection to Russian heritage and cultural pride.
The Solution:
To create a brand identity that aligned with POP FM’s target audience and positioning, we started by conducting market research to gain a better understanding of the Russian-speaking community in Los Angeles and the cultural identities of immigrants and their descendants from post-Soviet Union countries. We also analyzed the aesthetics of contemporary Russian pop culture to inform our design decisions.
Based on our research, we developed a branding strategy that focused on the vibrant and lively nature of Russian pop music and the cultural pride of the station’s diverse target audience. We chose a color palette of red, white, and blue to reflect the colors of the Russian flag, and added pops of bright colors to convey a sense of energy and fun.
For the logo, we created a modern and dynamic design that featured the letters “POP” in all capital letters, with the “O” replaced by a stylized radio wave. The radio wave symbolized the station’s focus on music and connection to its audience, while the bold, sans-serif typeface conveyed a sense of modernity and energy.
To bring the brand to life, we created a range of branded materials including business cards, t-shirts, and a website. The website featured a clean and modern design, with a prominent banner featuring the POP FM logo and a tagline in Russian. The website also offered information about the station’s programming, events, and contests, as well as a streaming service for listeners.
Results:
The new brand identity was well-received by POP FM’s target audience and helped to effectively communicate the station’s focus on Russian culture and pop music, as well as its commitment to serving the diverse Russian-speaking community in Los Angeles. The vibrant and energetic design elements resonated with the audience, while the connection to Russian heritage and cultural pride helped to build trust and authenticity.
Overall, the new brand identity contributed to an increase in brand recognition and loyalty among POP FM’s audience, and helped to establish the station as a key player in the Russian-speaking community in Los Angeles.
