Gold Fm identity

Gold fm was an oldies but goldies, greatest hits, evergreen radio station located in Bucharest. The management decided it’s time for a change as the radio team enrolled new members and the overall attitude of the station switched to being more modern and fresh, while targeting a smarter, more mature audience.

Since changing the station’s name was out of the question, we decided to make ”the gold” our starting point, desaturate it and make it stand also for quality, not only entertainment. Through black&white imagery, chromatic austerity and overall tone of voice the new station was repositioned as “solid radio”. More about essences, less about appearances.