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Umang Ahluwalia

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
GRFX-551 Graduate Studio 2
Faculty:
Pamela Olecki

In Progress: KCRW Rebrand

This is my term long project: a rebranding and visual identity project for KCRW. KCRW is an iconic Los Angeles radio station, known for its curation in music, news and cultural content. My rebrand focuses on the symbiotic relationship between LA and KCRW. Thus there is a "LA" within the mark itself. My overall strategy for the brand itself is to hone in on its curation and market it to a younger audience by treating KCRW as a media company (Complex for example).
The work plays on the dynamic yet grunge nature of LA and KCRW. The colors are urban but bright to bring the liveliness and organic aspects of KCRW's mission out of the mark.
The visual metaphor of the identity is that KCRW emulates LA. Through typography the symbiotic relationship between KCRW and LA comes to life. LA is an urban sprawl that grows and contracts dynamically and this is embodied in the typography.
The graphic elements are derived from the wordmark itself and serve many purposes.
The wordmark then becomes the frame through which we see Los Angeles and the content of KCRW.
Graphic Elements can also be used to make patterns for print. (Mailer for KCRW member gift)
Possible Application of graphic element on employee nametag
Possible Transmedia exploration of interactive space in public spaces for viewers to interact with Los Angeles subcultures.
Another angle of Transmedia exploration
Another Transmedia exploration where the graphic elements from a circular communal area where people to sit and interact with KCRW content.