Independent creative marketing agency, Barefruit Marketing, has supported the iconic not-for-profit community radio station, BayFM, as part of a pro bono project to help launch its new brand identity and new position as a digital platform.
The long-standing radio station, established in the early 90s, sounded the alarm bells as funds were reaching a record low in February last year.
With the station just weeks from closing, the business identified the need to strengthen the brand and increase funding and that’s when creative agency Barefruit Marketing acquired the project. The new branding is the result of an 18-month collaboration and sees the inclusion of the station’s home of Byron.
Barefruit Marketing’s co-founder Evan Harding said, “it was decided that to change the station’s name was a step too far, so the logo was simplified to be more digitally friendly, flexible and to include the world-famous name ‘Byron’. The brand’s fonts, colours and images were all recreated for today’s digital world.”
The rebrand includes a black and white logo, collateral featuring a vibrant and fun colour palette and new website, using phrases such as ‘Listen like a local’, ‘Tune In. Chill out. Sign Up’ which is very much in line with Byron Bay and its culture.
Barefruit Marketing’s lead creative, Alex Wales, worked closely on the project with NZ-based designer Dan Mercer together with Nick Richardson and Nick Mercer from BayFM, for over 100 hours of donated time to develop the brand as a digital platform to attract new advocates and reach current supporters in better ways.
“We believe that good business drives good community, and Barefruit was in a unique position to help BayFM,” said Evan Harding.
“Over the past nine years, Barefruit has worked with a number of not-for-profit organisations and both founders are board members of charities, giving them pro bono access to some great minds and creative services. In every instance, we’ve seen extraordinary results and our partners are thriving more than ever before. These success stories affirm our belief that pro bono work done properly can help transform businesses and organisations.”
BayFM’s Nick Richardson said, “we really dislike asking agencies to work pro bono, because we know it costs them to provide that work. But the fact of the matter is BayFM simply had no money. It’s an independent, volunteerrun station and receives no ongoing government support. Knowing this, the Barefruit team jumped in to help without hesitation and without charge, giving us more time and better service than we could have hoped for.”
The website is now live – bayfm.org and all other launch elements are in the process of being rolled out this month including signage, ads and stickers.
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