Client: Entercom Communications Corp.
Project: The Sound - Radio Station Brand Refresh
Website: https://www.thesoundla.com/
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Brand Identity, Brand Identity System
Role: Creative Director, Designer
Background
The Sound planned to return to its roots as a music centric brand as well as its roots in celebrating the LA Rams’ return to its home. With their main competitor shifting in the format, there was an opportunity to own the classic rock format and unchallenged top-ranked station in that format.
The Sound reaches an average 689,000 per week on Facebook, publishing the most “engaging” Facebook content in Southern California radio. In addition, 2016 will have been the first season as the official FM home for play-by-play coverage of the Los Angeles Rams, the market’s first NFL team in over 20 years.
Core Audience: Men 40-54, 30% Hispanic, 65%+ Caucasian
Challenge
Regain momentum in the market and format. Refocus the brand around longstanding passion for classic rock music. Increase brand awareness and secure brand's place as THE Classic rock station in Southern California. Increase listenership and bring new audience/listeners to the signal to sample the programming. Expand reach among the Hispanic Classic Rock fans as the Hispanic population of southern California grows.
Approach
Rebrand the station to reflect the true classic rock roots in music and content and Los Angeles lifestyle of the listener (music, sports, events, etc), while creating a unique and contemporary look. The new partnership with LA Rams would bring new and exciting sports content to core listeners and new listeners. The Sound was after to own all things CLASSIC.
Raymond is a seasoned creative professional who specializes in brand and innovative strategy, as well as graphic design and art direction. With a bachelor’s degree in film, Raymond’s approach to design combines his affinity for narrative storytelling with his dexterity as a visual communicator.
For over 10 years, Raymond has helped clients overcome business challenges by guiding them in telling their own story—through the power of purposeful design. Since 2015, he’s served as an adjunct instructor at NYU’s School of Professional Studies, where he teaches the continuing education course “Building Brands with Purpose”.
Raymond’s brand experience includes Air Canada, Amazon, AstraZeneca, AT&T, Bloomberg, CIT Bank, Church & Dwight, Eli Lilly, Elizabeth Warren for President 2020 Presidential Campaign, Entercom Communications, Ernst & Young (EY), Gap, Inc., Goldman Sachs, Guardian Insurance, ICF International, Johnson & Johnson, MasterCard, Mayo Clinic, Merck, PubMatic, Sanofi,
T-Mobile, Univision Communications, Inc.
For over 10 years, Raymond has helped clients overcome business challenges by guiding them in telling their own story—through the power of purposeful design. Since 2015, he’s served as an adjunct instructor at NYU’s School of Professional Studies, where he teaches the continuing education course “Building Brands with Purpose”.
Raymond’s brand experience includes Air Canada, Amazon, AstraZeneca, AT&T, Bloomberg, CIT Bank, Church & Dwight, Eli Lilly, Elizabeth Warren for President 2020 Presidential Campaign, Entercom Communications, Ernst & Young (EY), Gap, Inc., Goldman Sachs, Guardian Insurance, ICF International, Johnson & Johnson, MasterCard, Mayo Clinic, Merck, PubMatic, Sanofi,
T-Mobile, Univision Communications, Inc.
If you’d like to know more about the work you’ve seen here, discuss a new project, or say hi, feel free.
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forbes.raymond@gmail.com
LinkedIn
Instagram
Mixcloud
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forbes.raymond@gmail.com
Mixcloud
