Every Londoner knows Kiss.

Ever since Gordon Mac and his friends set up shop in 1985 as London’s best-known pirate station, Kiss has been synonymous with music culture and its continued growth in London and across the
UK over the past twenty years.

Despite its well-respected foundations of piracy and cutting edge behaviour, Kiss’s enduring ‘super-youth’ credentials were finally beginning to suffer following the massive rise of the ipod-fuelled music revolution. It needed to adapt quickly and reconnect with the new cultural mainstream, while maintaining its cutting edge
brand reputation. The goal was to transform Kiss from radio station
to entertainment brand.

The brief to Odd was to capture these ambitions and create a new identity and communications behaviour to match.

In its most simplistic form the new identity places emphasis on the Kiss ‘K’ and creates an iconic symbol for the Kiss brand. But along with a new positioning and manifesto we also wanted it to reflect the same confidence and heritage as the Nike Swoosh or Apple mark – something kids would draw in sketch pads, clubs would project on walls and music journalists and listeners would use and recognise as a symbol of endorsement.

Inspired by origami, the identity exists in both its static form and
as an animated element which,
when applied across all the visual platforms of the launch campaign and manifestations of Kiss’s media portfolio, conveys a sense of constant evolution, relentless energy and positioning as a
true entertainment brand.

The campaign later unfolded into the newly acquired Vibe FM regions involving outdoor media, experiential activity [we were able to manufactured and distributed over 10,000 foam ‘K’s across four cities to generate awareness of the rebrand] and partnerships with key city centre stores, music and
fashion outlets.