Kink FM was a radio station that offered alternative rock and pop music. They wanted to rebrand to enlarge their market share from less than 1% to 5% within 6 years. Their target audience was highly educated music lovers who were dedicated fans of their favorite artists. The rebranding strategy involved changing their name to KINK and positioning themselves as "the messenger of music" that brings listeners the best new artists. The visual identity centered around a ray of light logo that could highlight different bands. Advertisements, an app, merchandise, and introduction materials were created to launch the new KINK identity. In the first six months, KINK's market share grew from less than 1% to 40%, but unfortunately investors later

1. B2B Visual Branding Case
KINK FM
the Messenger of Music
Client Personnel: Guido van Nispen
Jantien van Tol
Bohemia Personnel: Marco de Boer
Victor Neyndorff
Tom Lawrence
Bas Huissen

2. Situation
Kink FM is a radio station which offers progressive rock and
alternative pop music via cable, internet (also mobile) and
satellite for over 15 years. They offer music that’s focused
on the quality and less orientated at the pop charts.
Kink FM is driven by music.
Kink FM wants to enlarge its market share by repositioning
the (radio) brand.

3. Target
Quantitative
• Enlarge Kink FM’s market share from less then 1 % to 5%
within 6 years.
Qualitatively
• Kink FM has to be seen as a controversial brand, carried and
embraced by intelligent music lovers and seen as modern,
innovative and emotional.

4. Target group
Kink FM listeners are culturally connected. They are highly
educated and have a broad interest. They are real music lovers.
They listen to the radio, still buy CD’s and DVD’s, are regular
concert visitors and are continuously busy with music on the
internet. They are the real fans inspired by their favorite music
and loyalty to their station.

5. Strategy
Without a frequency Kink FM has to lose the FM. From now
on we communicate KINK. KINK provides intelligent good
music to music enthusiasts. With this proposition there has
to be a clear line to other stations.
Kink is the alternative, Kink is the messenger of music.

6. Concept
If you’re completely dedicated to tell anybody who listens about
the best of the best, the new sounds, the new bands, the best
guitar player or greatest vocal of today AND tomorrow, you
might as well call yourself a true Messenger of Music. People
will worship you and pray you can help them through the day.
You are their enlightenment.
Media
Advertisements, online, newsletter,
radio commercials, iPhone App

7. Visuals
the Messenger of Music

8. Corporate identity
The ray of light in the logo can
be adjusted to band name, date
of launch and genre.

9. Corporate identity
The ray of light in the logo can
be adjusted to band name, date
of launch and genre.

10. Advertisement
Four ads launching K I N K

11. Advertisement
One of four ads launching the
new ID in OOR magazine

12. Introduction Booklet
telling the messenger story

13. Introduction Booklet
telling the messenger story

14. Introduction Booklet
telling the messenger story

15. Introduction Booklet
telling the messenger story

16. Portrait Bob Rusche
All KINK DJ’s where captured
in their own color.

17. Portrait DJ Sandstorm
All KINK DJ’s where captured
in their own color.

18. Portrait Ingrid Perez
All KINK DJ’s where captured
in their own color.

19. Ad
in line with the new ID

20. Merchandise
Shirt

21. Merchandise
Hat

22. Merchandise
Headphones

23. iPhone App
The App to play KINK over the
internet is rebranded.

24. Results
In the first month after launching the new KINK the amount
of listeners grew with 20% market share. After six months
KINK increased market share up to 40%.
Pity that investors did not see the grow potential and killed
KINK after all.
RIP KINK, we still miss your sound.

25. Make a Mark.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com