Retuning the
JACK Radio Group.

One of the few remaining independent radio groups, JACK, in its many, multi brand guises has been phenomenally successful since its launch back in 2007. Proud, loud, contemporary and unashamedly confident, there is an intrinsic irreverence about JACK.
The brief was more complex than it first appeared to be - retain the essence of an identity that is dynamic, spirited and enduring while communicating a modern and vital digital audio brand, for now and the decade to come.
With a fervently loyal listener base and the ambition to gain new audiences, I needed to find a way to communicate a fresh, contemporary brand without alienating the existing audience.

Such a rich, characterful brand could be taken in a number of directions and so I implemented a range-finding exercise to put into research with listeners, advertisers and stakeholders. Instinctively I favoured evolution rather than revolution and so alongside a raft of new options I worked up a number of ‘tweaked’ routes.
Following consolidated feedback, it was clear that an evolved, contemporised version of the existing logo type would satisfy the requirements of both the old and new audiences. I introduced a simple, subtle angle change to reflect the maverick character of JACK, while updating the dated graffiti-esque typography to a font designed to elevate legibility across digital platforms.

As a backdrop to the updated logo type, I created a suite of graphic wallpapers that bring a dynamism and immediacy to the JACK brands. Now applied across all channels, JACK is set for another decade of re-writing the rules and energising the airwaves.