WMNF, Tampa Bay’s beloved independent community radio station, was celebrating its 40th birthday. However, this trusted source of eclectic music and public affairs needed to evolve to reach new generations amidst changing listener habits.
We embraced the intersectionality that made the brand unique, from the diversity of its audiences, to its blend of music and news, to its collision of genres. Through primary and secondary research, we found that the things that made the brand different were actually what could bring its audiences together. So we anchored the brand in a provocative brand promise “Where music, news and culture collide,” and centered its messaging and design around discovery and expression.
