Imagine a new kind of audio platform with the seamlessness of a streaming app and the warmth of radio. Human connection, powered by digital innovation. New platforms. New audiences. New formats. A totally new listening experience — your living audio companion.
Bauer Media came to v3 looking for a brand to supercharge their new platform, which for the first time ever would bring together all of their impressive audio brands in one place: Kiss to Kerrang, Magic to Absolute, and some of the biggest personalities in radio.
We pushed them to imagine something bigger than just another audio aggregator app, and instead a totally new category: New Radio. A human-powered listening experience that uses emerging technology to take what people have always loved about radio — its ability to make us feel closer to the world outside — and make it even better.
We named this new brand Rayo: friendly, relatable, human-first. We mapped out how it could come alive at every touchpoint, in the same way that Rayo shows up anywhere in people’s lives, from design and tone of voice through to sonic and motion branding, all symbolised by an icon representing both a face and a soundwave.
The central brand idea, 'Feel Even Closer', builds on the product proposition of a living audio companion, with Rayo making people feel even closer to their favourite stations, presenters, programmes and each other.
Rayo doesn’t only bring together music fans — it also unites much-loved Bauer brands like Absolute Radio, Magic and Kiss. Our digital-first design system houses hundreds of stations, presenters, playlists, podcasts and genres in a place that feels both diverse and consistent.
Togetherness isn’t only at the heart of the brand idea and design, but is also how we brought the vision for Rayo to life inside the business and throughout the process. We partnered with an external product agency as well as Bauer’s in-house product, content and marketing leadership teams to roll out the new brand and power it to success from all sides.
Propelled by ideas and amplified by technology, Rayo now has the creative vision to confidently start on a journey to pioneer the world of digital audio entertainment. New Radio is a springboard with the potential to transform their entire business.
Where old radio had phone-ins, New Radio might have Rayo Roulette, a way to chat directly with your music idols. Where old radio might be on in the background of your local café, New Radio might play in your favourite Roblox hangout.
Linked-up listening parties on train carriages. Playlist suggestions for your current mood, driven by smartwatch data. Widgets to show who’s listening alongside you. Live festivals taking place both in the metaverse and IRL.
Possibilities that evolve at the same pace as technology, rather than lagging behind. With the first iteration of Rayo now live in the UK and soon to be launched across Europe, a new era begins here.
Working with v3 felt like teaming up with a group of really smart, creative, and ambitious colleagues who pushed our thinking in ways we hadn’t considered. That fresh perspective helped us create a brand that is bold, distinctive and a real beacon for our business strategy.
— Matt Button, Head of Digital Marketing, Rayo
UK & Europe
