Rebranding for 'Vyberi Radio': How We Refreshed the Visual Identity of Russia’s Leading Regional Radio Holding

Reading time: 6 minutes

Client

'Vyberi Radio' is Russia’s largest regional radio holding, part of the 'MEDIA1' group (Yu, MUZ TV, Vyberi Radio).

The company unites local media across the country, creates advertising solutions for businesses, and develops an industry where radio remains one of the most reliable mass communication channels.

'Vyberi Radio' boasts a portfolio of 135 radio stations, enabling the team to set new standards in the radio industry. This allows 'Vyberi Radio' to offer optimised budgets and extended capabilities for launching large-scale campaigns across different regions.

Target Audience
'Vyberi Radio’s' target audience comprises advertisers and listeners interested in quality content and effective advertising solutions.

Challenge

The 'Vyberi Radio' team approached SG with a request for a rebrand to help:

Transition from a local to a national positioning
Strengthen its image among advertisers and partners
Unite the internal team around a new core purpose
Emphasise the connection with 'MEDIA1' while maintaining the brand’s independent character

It was crucial to retain what already worked: brand recognition, simplicity, and respect for the spoken word, while simultaneously creating a modern visual and verbal identity to empower 'Vyberi Radio' to move confidently into the digital era.

Solution

We repositioned the brand not as 'just another radio station', but as a media holding for the digital age that:

Helps businesses find their target audience
Unites radio stations, advertisers, and listeners into a single ecosystem
Grows with the market — and helps its clients grow

The core positioning is 'Growing at the Speed of Sound'.
This is not just a tagline — it reflects the speed, flexibility, and precision with which 'Vyberi Radio' solves the challenges of both advertisers and listeners.

Before and After

The old logo was overly literal for a radio brand. It could not reflect the brand’s scale, its values, or its modern capabilities.

The SG team created a new visual system where:

The logo is constructed from key brand symbols: a triangle representing the connection between the three sides (radio station, advertiser, listener), the Cyrillic letters 'V' and 'R', and a 'radar' symbol signifying the constant search for solutions
The colour palette supports both the brand’s official and informal communications while maintaining continuity with 'MEDIA1'
The graphic language is built on principles of dynamism, rhythm, and scalability

Brand Details

Colour

The new core palette is strict and high-contrast.

Meanwhile, the extended palette is brighter and more vibrant. It is used in merchandise, at events, and in digital communications.

Graphics

The custom mask, gradients, and illustrations based on the logo function as visual metaphors for radio waves, search, and connection.

Copywriting

When developing the copy, it was important to honour the client’s wish and demonstrate that 'Vyberi Radio' is, first and foremost, about words — 'Radio knows the value of a word'.

We separately developed communication materials defining how 'Vyberi Radio' speaks to both clients and its team. The slogans are crafted to resemble scientific formulae: precise, yet infused with emotion.

Examples:
'We hear needs — we connect solutions'
'Audible results'
'Your audience is listening to us'
'A team with a loud reputation'
'Growing at the Speed of Sound' (key tagline)

Execution

The rebranding of 'Vyberi Radio' involved several key stages.

Analysis

Step 1

Analysis of the needs and 'anti-needs' of both clients and employees. Identification of key brand associations.
Big Idea

Step 2

Development of a core visual identity concept encompassing all aspects of communication: from the logo to style-defining elements.

Communications

Step 3

Development of internal and external slogans to strengthen the brand image among clients, the audience, and employees.
Promotion

Step 4

As part of the PR campaign, 'Vyberi Radio' published articles about the new brand style (in Sostav, RB, VC, etc.) and released three capsule merchandise collections.

Furthermore, a conference for colleagues and partners was organised, where the rebranding results and new development strategies were presented.

"For us, it was important not just to update the visuals. We were looking for a form that would accurately convey the company’s scale, expertise, and energy. Radio isn’t about buttons and frequencies. It’s about clarity, the word, connection. The new 'Vyberi Radio' brand conveys this at first glance. Visually, verbally, emotionally. And most importantly — it works. The market, the team, and the clients have embraced the brand. And that’s the best result we could have hoped for."

Viktoria Lymar

Head of Branding & Design, Sichkar Group

Feedback from the 'Vyberi Radio' Team and Its Clients

Results

The rebrand allowed 'Vyberi Radio' to strengthen its position as a modern market player, ready for the challenges of the digital age.

+3 industry publications

with high engagement and positive feedback
20 company offices

initiated the process of updating external and internal communications
3 capsule merchandise

collections became part of the corporate culture

The project with 'Vyberi Radio' did not end with the rebranding phase.

We continue to work with the brand: for the company’s 20th anniversary, our team developed a limited-edition capsule merchandise collection for employees. This became an integral part of the corporate culture and gave the team another reason to be proud of their brand.

Project Team

Vyberi Radio Holding

Client
Ekaterina Sichkar

Founder, Creative Agency SICHKAR GROUP
Valeria Kuzma

CEO of «SICHKAR GROUP»
Yana Belousova

Creative & Strategy Director
Viktoria Lymar

Head of Branding & Design
Vladislav Skorobogatov

Senior Designer
Ekaterina Filippova

Designer
Anna Stefkina

Senior Designer
Anton Kiryaziev

Designer
Anastasia Romanova

Branding and Design Manager

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