STATION BRANDING KCRG-TV9Fusionfarm developed a new brand for KCRG-TV9 for 2012 and beyond.
With a renewed promise of “Sharing the news, weather and sports that matters in your community by people you trust,” KCRG-TV9 greeted 2012 with a complete rebrand. At the core of the brand’s evolution is content: stories and information that matter to the audience, delivered across all of KCRG-TV9’s media assets.
The foundation of any brand’s creative expression is the logo, and that’s where the re-envision began. With deep brand equity and legacy appeal to KCRG-TV9’s audience, retaining the golden 9 in the logo was essential. We also transformed the logo into a streamlined and dynamic presence built to thrive in the HD universe. We worked with California-based Devlin Design Group to develop and construct an expansive and modular studio set, and we designed a complete new package of HD broadcast graphics tied to the logo’s future-forward energy. While visually rivaling larger national markets, the abundance of gloss and technology exists for one reason – to better deliver news, weather and sports to an audience that has come to know and trust the KCRG-TV9 brand. As KCRG-TV9 went live with the new set and broadcast, we listened carefully to real-time concerns and criticism via social networks, and tweaked the end product where appropriate - resulting in a true partnership between the brand and the audience.
At the center of KCRG-TV9’s brand is their talent. We developed a series of commercials to re-familiarize the audience with the on-air team that reports the news. Presented not as anchors but as people who live and work in the same community as their audience, trust is not only reaffirmed but also deepened in the
As a result, Nielsen ratings increased across all timeslots with an impressive 250% increase in viewership in the critical 6 p.m. newscast.