Sydney’s number one radio station chooses Sydney’s number one brand designer.
In January 2014, ARN relaunched Mix 106.5 Sydney as KIIS 106.5 – the biggest radio launch in Australia of the past ten years. The aim was to build a station specifically for Sydney that was energetic, cheeky and fun to reflect the best that Sydney has to offer. Breakfast stars Kyle & Jackie O were signed to broadcast to the ARN markets of Sydney, Melbourne, Brisbane and Adelaide to truly dominate the 25–54 demographic.
Poskitt collaborated on the project with ARN and its advertising agency, Joy to develop a new brand identity framework and comprehensive visual language, including a brand mark, typography, advertising brand look and feel and brand use guidelines for implementation across print, digital, events and merchandise.
Poskitt delivered a brand which is lively and playful, with a quirky personality that celebrates the voice of a generation. The logo features two circles which are offset for energy and movement. The overlap forms lips on the circumference with a custom wordmark in the middle for a self-contained brand mark which forms the bedrock of the new identity.
“It looks more like a suck than a kiss but I really like it.”
– Kyle Sandilands
The new identity had to be flexible enough to work across multiple platforms, applications and sizes. Ranging from the numerous onscreen applications (from the smallest app icon to massive HD screens) through to various real-world applications – the exterior and interior signage at KiiS FM’s HQ to sponsored events like the KiiS FM haunted house at the Royal Easter Show, New Years Eve parties, promotional vehicles and a range of collectable KiiS FM merchandise.
KiiS FM’s new colour palette creates striking and energetic statement of core colours. Neon pink and purple are the primary colours supported by black and white as secondary shades. Black and white photography adds sophistcation overlaid with pink glowing light that creates energy and glamor harking back to the era of the super club. The colours and graphics serve to brighten the website, events, promotional material and extensive outdoor ad campaigns right across Sydney.