Client: Entercom Communications Corp.
Project: Smart Reach Digital Brand Identity
Brand Identity, Brand Identity System, Implementation and Website Art Direction
Role: Creative Director, Designer
Smart Reach Digital is Entercom’s internal digital marketing agency—with its own separate small roster of clients, though their main revenue stream comes from Entercom's radio station brands and clients. SRD is Entercom's differentiation for the enterprise/parent company. It keeps Entercom dynamic and relevant in a rapidly evolving media environment. It has allowed for participation in a broader range of business opportunities. It has helped deliver on the Entercom promise of offering the best local marketing solutions and high ROI for its customers. SRD provides the company with a center for digital innovation.
The Smart Reach Digital subsidiary and brand has been around for a few years, however, its visual identity was uninspiring and generic. As Entercom, SRD’s parent company and brand endorser, moves towards acquiring a new brand identity and continues to play a bigger role in the industry, it was important to have its internal digital agency reflect the modern, unique identity it deserved.
Given that Smart Reach Digital is an integrated marketing agency born at the intersection of Radio and Digital, it was crucial for the new visual identity to reflect both a modern aesthetic as well as a hyper-local, grounded, organic one. The result is a sophisticated yet simple brand mark and identity system that serves as a window into all the stories that SRD is ready to tell—from the small, local businesses it serves, to the unique stories behind each of SRD’s partners and customers.