MNM (VRT)

(Saffron - 2024)

A total rebrand of VRT's youth driven commercial radio brand. A major glow up driven by the need to capture both gen-Z and millennial audiences. The brand team wanted a more positive vision of young adulthood in Flanders today, a community elevated by the positive power of pop.

Channeling this attitude, we positioned the brand around "Poptimism" - one word that unlocked a world of colour, movement and expression. 

The result is eye-catching, upbeat and social-ready - a brand that feels authentically young and contemporary - supported by a vibrant new call to action "Make Life Sing".

My role: 

• Leading strategy, concept development and brand/experience definition 

• Understanding trends in youth-led media in Flanders and beyond, creating a platform to reach a new generation of listeners

• Creation of the new tagline "Make Life Sing"

• Part of a continued relationship as a trusted partner on the journey to refreshing the entire VRT brand portfolio.