Listening Is a Ritual
In the midst of that change, Louisville’s public radio remains a fiercely popular community asset. WFPL, WFPK, and WUOL provide entertainment and education for the whole region. Each station is headquartered in Louisville Public Media, a non-profit organization in the heart of Louisville’s downtown. This is a vital group. But no one knows about it.
Louisville Public Media engaged us to raise their visibility by organizing and cohering their brand through language, design, and sound. Through this growth, they’re preparing for the future of their work as their listeners continue to tune in – in any way and anywhere they can.
– Layla George, Director of Development
Louisville Public Media is at a turning point in their more than 60-year history. As we speak, they completed their multi-year $7 million capital campaign. They are also in the middle of a complete building remodel. And their new President, Michael Skoler, has been active since December. All that is to say: They’re growing. It’s an exciting time to be a part of it.
It’s an exciting time to be a part of public media in general. As more listening shifts from real-time to on-demand, national groups like NPR are reexamining what kind of content creates lasting relationships with listeners long-term. How can they engender the same kind of loyalty online – where there is far greater competition?
This shift is daunting, but it’s a huge opportunity – especially for groups like Louisville Public Media. LPM is primed for digital listenership, with successful podcasts in motion. In combination with their focus on the radio experience, LPM’s strategy is not strictly digital – it’s strategy in a digital age.
“We recognized that it was important for our long-term success to make it clear that our four entities – WFPL, WFPK, WUOL, and KyCIR – are not only related but integral partners in the success of Louisville Public Media.”
– Stephen George, Executive Editor
But the fact is that everyone uses that word. We needed to demonstrate community. To use strong branding that unifies each station in a shared spirit shown, not told. We oriented our efforts around the tagline Gather Around.
– Layla George
How Does It Sound?
– Layla George
Formalizing naming was vital to this effort. Each member station was working to varying degrees with their call numbers, call letters, and in some cases descriptive names. We recommended applying descriptive names to each LPM property. The descriptive name needed to identify primary offering and pair with the word “Louisville.” By repeating “Louisville” in the naming, each member station is further tied to the parent brand. Louisville Public Media.
As an added wrinkle, we saw the opportunity for a naming change. WFPK was formerly called Radio Louisville. In a digital age, that name could be limiting. We worked with their team to come up with alternatives, and proposed Independent Louisville.
– Stephen George
The first step in the rollout was a digital makeover. We provided direction regarding LPM’s app, web, and social branding. The rest was up to their team.
– Layla George