KISS has launched a major rebrand centred around a new “Mischief Amplified” positioning across its radio, digital and social platforms.
The Bauer Media station says the new look reflects how younger audiences consume content across streaming, social media and podcasts, while building on KISS’s long-standing reputation for rule-breaking radio and entertainment.
Created with NOT W+K, the refreshed KISS logo takes inspiration from the phonetic “x” kiss sign-off commonly used in digital conversations. The new identity has been rolled out across all KISS sub-brands as part of a wider redesign aimed at creating a more unified digital-first presence.
The campaign was developed with Wieden+Kennedy London and includes outdoor advertising, social campaigns, podcast activity and partnerships with Spotify, Uber and Tinder.
Launch activity included advertising on the Flannels building on Oxford Street and a special installation at Vinegar Yard where people could listen to KISS Breakfast presenters Tyler West and Chloe Burrows.
A giant perspex studio mounted on a neon pink truck also travelled through London, with Tyler and Chloe broadcasting live before evening DJ sets from Switch Disco and Altego.
Anne-Marie Lavan, Chief Marketing Officer at Bauer Media Audio, said the rebrand marked “the beginning of an exciting new era for the brand”.
Anika Ramani from NOT Wieden+Kennedy said the redesign aimed to “fully embrace” the station’s mischievous identity through a flexible visual system designed for every platform.
