SWR3
SWR3 is one of the biggest radio broadcasters in Germany. With approximately 917.000 listeners per hour, it is the leading radio station in the southwest.
SKILLES UTILIZED
Template Design · Motion Graphics · Print
ROLE
Art Director and Project Lead
CLIENT
SWR3
Categories
Brand design
THE CHALLENGE
In 2019, German radio broadcaster SWR3 underwent a brand redesign that initially had potential but fell short by early 2022. The original design, with its modular approach, proved to be too complex for non-professional users. The goal was to modernize the brand, address inconsistencies across marketing outlets, and enhance the user-friendliness of design templates used by editors.
TARGET AUDIENCE
Age group: 30-49; providing free information and entertainment on current events.
CHALLENGES
Initially tasked with redesigning social media templates, the project expanded due to identified inconsistencies across all marketing and brand products. A comprehensive approach was required, leading to a SWOT analysis, trend analysis, and consultations with template users, marketing experts and stakeholders.
SOLUTION
● Reduced design complexity
● Established coherent rules for asset usage
● Implemented recognizable font combinations
● Developed Photoshop scripts for easy effect implementation
● Introduced more whitespace to balance the primary colors
● Considered client's skill level
● Simplified templates for ease of use
● Established coherent rules for asset usage
● Implemented recognizable font combinations
● Developed Photoshop scripts for easy effect implementation
● Introduced more whitespace to balance the primary colors
● Considered client's skill level
● Simplified templates for ease of use
Key learnings
RESULTS AND IMPACT
Social media posts became cohesive and more noticeable, increasing the Instagram page's reach rate by 70% in 14 months.
FEEDBACK
Both the client and editors expressed satisfaction with the visual and usability improvements of the new templates.
LESSONS LEARNED
Importance of user feedback via SWOT analysis and trend analysis. Enhanced delegation skills and improved briefing routines with other designer.
FUTURE CONSIDERATIONS
Clear understanding of project parts. Establishing and adhering to timelines and deadlines
