Growing meaning & loyalty for Bauer’s 8,782,000 radio listeners

Bauer city network identity Local radio has a fiercely loyal listener base. So consolidating 43 local radio stations under a single brand proposition while retaining each station's individual identity and character is no mean feat. This was a complex, multi-platform rebrand with tight budgets and timescales. It also had to be cost effective and easy to implement by regional station managers. This was a very tough job indeed; one we relished. Here’s how we tuned into Bauer’s challenge to grow listenership and loyalty.

Our dynamic identity system translated Bauer’s ’Closer To You’ proposition into a simple premise – It’s ‘YOUR’ station, ‘YOUR’ music, ‘YOUR’ entertainment and ‘YOUR’ city. Our identity also incorporated the broad spectrum of music and content offered to listeners citywide through the use of colour, tying all stations together but also allowing each to stand alone.
Bauer City Radio Station identity Aimed at 24-45 year olds, these stations are located in the heart of UK cities. They are larger than life, fun and offer the ‘perfect mix’ of today’s latest hits, mixed with the greatest music from the past 5 decades.
Bauer City is radio for YOUR community, YOUR streets, YOUR places of work and for YOUR home. The new identity enabled Bauer to connect with audiences on a much closer, more localised level, the logo was a window through which localised content could be seen, heard and experienced.
The Bauer City logo was a window to YOUR hits, YOUR stars, YOUR celebs, YOUR entertainment.
Bauer City 1 launch campaign focused on delivering ’the biggest music’ to ‘YOUR’ cities and communities.
Bauer City 2 Radio Station identity Aimed at 44-60 year olds, these stations focus on the classics and are for a more mature audience, it is about nostalgia tempered with the biggest hits of the day when the mood is right.
Bauer City 2 brand campaigns focus on enhancing people’s lives and daily routines through ‘YOUR’ great music, locally focused content and experiences.
Bauer City 3 Radio Stations Aimed at 16-24 year olds, these stations focus on the latest new music and local events, it’s all about new discoveries and feeding Generation Y’s thirst for bite-sized content in a format that fits their fast, social and slightly edgy lifestyle.
Bauer City 3 brand’s irreverent personality focuses on bringing younger audiences ‘YOUR’ new and unexpected music content, genres and new experiences.
We designed a unique font which helps Bauer City Network radio stations stand out in a noisy and competitive market place.
An illustration of how the brand can be communicated in a joined-up way to the UK’s leading media agencies and clients.
A comprehensive set of brand guidelines has been produced covering all 43 radio stations to help bring consistency across the Bauer City Network.
“This was a challenging brief but we are delighted with the outcome. It is a multi-platform brand identity that is vibrant, cohesive and really unifies our extended City Network radio offering while maintaining what’s at the heart and soul of every single local Bauer station – their relationship with their listeners and their locations.” - Nick Button, Marketing Director, Bauer City Radio Network
View the case study on our website

Project Tags


  • The Allotment logo

    The Allotment

    • Design
  • Bauer Media logo

    Bauer Media

    • Media Production