Newstalk Rebrand

Newstalk, Ireland’s most listened to radio station, needs no introduction. Since its inception in 2002 the station has grown massively in popularity, continuously expanding its listenership year on year.

Following on from in-depth listener research it became apparent that there were significant anomalies in how people perceived the station. The magnetic power of the on-air personalities was not in question, however a common theme was that the station’s overall brand personality was not resonating with new listeners.

The ask was to help Newstalk reframe their brand for new audiences and to confidently celebrate and communicate the brilliance of the station’s output.

Research uncovered that Newstalk had a gift for being able to deliver content in a massively engaging and human-centric way. Core to this positive sentiment is station’s ability to act as a platform for honest and open dialogue. A level playing field where listeners and guests are empowered and encouraged to be active contributors in shaping the conversation.

This knowledge brought us to a brand statement that we believe captures this spirit of collaboration – “Conversation that Counts”. Our design approach to the rebrand was heavily influenced by a desire to capture this energy and openness through the use of a bold graphic language, vibrant colours and naturally engaging presenter photography.

The sparkly new Newstalk brand launched in the summer 2023 with a nationwide TVC, out-of-home and extensive digital marketing and PR campaigns. Overall reaction to the brand refresh has been hugely positive. Designed expressly for a digital world, Newstalk’s brand world in-app, mobile and desktop interfaces are highly distinctive and command attention. The brand’s new tone of voice, brand world and digitally fit-for-purpose design approach sets the stations up nicely to achieve its goals in enlisting new listeners.