KUOW — Arnold Phommavong

ROLE

identity design
print design
brand strategy
workshop design

AGENCY

the Hilt
Kevin Patnik, CD

KUOW 94.9

BRAND IDENTITY

For sixty-five years, KUOW 94.9 has been a pillar in the Puget Sound media landscape. Yet for much of that time, the station let other people define it. Under new leadership, KUOW decided it was time to put a stake in the ground—to articulate exactly the kind of media company it wanted and needed to be. Our team was tasked with bringing to life their new mindset, new identity, and a new attitude.

Working in close partnership with my art director and under the guidance of our Creative Director, we delivered a visual identity system that brought the brand position to life by focusing on multidimensional storytelling, engagement, and depth. I also led the design of some of the first expressions of the new brand, including KUOW’s 2016 annual report and campaign assets for a regional brand awareness campaign that will launch in early 2018.

Process

Our process began with designing and facilitating an internal workshop to distill KUOW's new brand position into four concepts. My art director and I led designers, strategists, and writers through a brain-write and mind-mapping session. The concepts gleaned from this workshop became the cornerstone of our visual identity explorations.