Willy Rocks The Nation

Belgian rock station WILLY has received a substantial imaging update. Three years ago, the digital-only station started with a limited imaging toolbox built around solid basses, resounding guitars, and pounding drums.

Today, BRANDY has added 7 custom-made idents. Robust, functional and musical. The new package makes WILLY instantly recognizable.

Diederik Decraene, Managing Director at Brandy: “In a digital world, only brands with a highly distinctive profile survive. The radio brand WILLY has a superior alternative music format that’s presented by a range of presenters who know what they are talking about and who also have a story to tell.”

Brandy was asked to build a sonic identity that draws the listener to immediately identify with that particular station.

“That recognisability is essential,” says Tom Van der Biest, Brandy’s Creative Director.

“In just a few seconds, the jingles have to tell what WILLY stands for. But they also have to help the DJs tell their stories, to make truly contemporary radio, to generate flow. And when you listen to WILLY, you hear that this is perfectly possible – even for a station that always rocks!”

Discover an aircheck at https://soundcloud.com/brandingcompany/music-matters