WIRED 99.9 FM
WIRED 99.9 FM | Amplifying voices with an award-winning rebrand
Piquant revitalised WIRED 99.9 FM's brand to boost volunteer participation and listener engagement. By developing a fresh, dynamic identity inspired by audio waveforms, we successfully enhanced the station’s visibility and appeal, fostering a vibrant community around student voices.
We transformed WIRED 99.9 FM with a brand system that amplifies student voices. Our innovative visual generator and video campaign drove over 500,000 impressions and increased volunteer engagement. This project won Silver at the Shark Awards, and was nominated for an IDI Award and an Irish Social Media Award.
Listening and hearing
WIRED 99.9FM is a democratic broadcasting environment with students’ voices at its core. In developing the new brand system it was important to stay true to the station’s values. We developed a lean yet dynamic system that employs a select few core elements efficiently and concisely, acting as a vessel to deliver the volunteers’ own voices, messaging, and personalities.
Inspired by audio waveforms, we developed an automated visual generator, feeding in an audio input and tweaking and abstracting the properties to create random graphics. This dynamic system injects the brand with a constant momentum, fluidity, and fluctuation.
In recognising the nature of the station, we identified that the identity of WIRED 99.9FM would need to exist on a spectrum, depending on the application in which it was placed. As a result, in conjunction with the wordmark, we also developed a dynamic suite of emblems that captures this diversity and contrast. This allows for more variance in tone, as well as establishing a visual differentiation for when the voice is that of WIRED 99.9FM and their volunteers.
Brand activation
We developed and managed a video campaign to launch the new WIRED 99.9FM brand. We produced a suite of social first video content that successfully created brand recognition, generated volunteer applications and drove organic interaction across all of their online platforms. The videos were particularly successful on TikTok and Instagram.
Impact
The launch of the new brand drove interaction across all online platforms, with high response rates amongst the target audience across TikTok and Instagram resulting in an increase in volunteers, listeners and awareness.
