KCRW is LA’s iconic public radio station, but its brand design didn’t feel representative of its incredibly diverse audience. Inkling was brought on by agency work x work to rebrand KCRW to better reflect the badge of honor that is LA’s ever-changing landscape.
Even though it’s been around for 75 years, KCRW’s look should feel as new and timeless as ever, in a way that truly feels LA, hyperlocal and inclusive of everyone listening in. Audiences shouldn’t just feel represented, they should want to represent KCRW. Inkling and work x work saw the opportunity to do this through the lens of KCRW’s core campaign idea, “Always On LA”. With design work that spanned a 360 degree launch campaign, collateral, wild postings, and merchandise, the rebrand set the radio station to continue its rightful place as a celebration and reflection of local culture.