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. Kiss needed to adapt quickly and reconnect with the cultural mainstream, while maintaining its progressive brand reputation. The goal was to transform Kiss from radio station to entertainment brand. The brief was to capture these ambitions and create an identity and communications behaviour to match. We wanted the new mark to reflect a confidence and a heritage – to be 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.
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