Rebranding of The Music Broadcasting Station (formerly 2MBS-FM) — a classical music radio station in Sydney. The Music Broadcasting Station are wanting to attract a more youthful listener base and increase their overall public visibility. The new identity has to appeal to a youth market, but mustn't distance the current consumer base which largely consists of middle to late aged listeners.

A new logotype and campaign has been developed to lift the profile of the brand and propel it confidently into the mainstream. By focusing on the obvious element of 2MBS-FM's previous brand, their name (which they had disregarded as old-hat), the brand removes the acronym and takes on a vibrant and more intelligent edge. Using a simple graphic device, the vertical separator line found in sheet music, an engaging dialogue is created between the station and it's listeners, and flows consistently through all applications.

Typefaces
Founders Grotesk by the Klim Type Foundry
Mercury by Hoefler & Frere Jones