WWAY Brand Refresh: Modernizing a Regional News Icon
WWAY Brand Identity Refresh: Modernizing a Trusted News Station for the Digital Era
PROJECT OVERVIEW
WWAY is a leading regional news station with decades of community trust and brand recognition. As media consumption shifted heavily toward digital platforms, the station needed a modernized brand identity—one that felt fresh and contemporary while preserving the reliability and familiarity the audience expects. The goal was not only to update the logo but to elevate the entire brand presence across broadcast, web, social media, and community outreach.
THE CHALLENGE
WWAY’s previous branding was beginning to show its age. While recognizable, it lacked the cohesion and versatility required for high-definition broadcast graphics, social media thumbnails, website headers, and mobile news apps. Key challenges included:
• Modernizing the logo without losing brand equity
• Introducing a stronger, more unified brand identity system
• Enhancing visibility and legibility across fast-moving broadcast environments
• Creating consistent color, type, and spacing standards for all media
• Ensuring the “3” channel identity was bold and instantly identifiable
WWAY needed a refreshed identity that communicated clarity, trust, and authority—while also projecting energy, relevance, and modern storytelling.
THE SOLUTION
We developed a comprehensive brand identity refresh centered around a redesigned WWAY logo. The new mark was crafted with a broadcast-friendly geometric typeface, balanced spacing, and a strategic color system.
Brand identity improvements included:
• Refined typography — Strong, bold lettering ensures instant recognition on air and online.
• Updated color palette — A dual-tone blue adds depth and hierarchy, while the red “3” badge provides an unmistakable channel identifier.
• Strong visual anchor — The circular “3” icon creates a memorable badge that works independently for app icons, avatars, mic flags, and social media.
• Consistent brand system — Defined color ratios, clear spacing rules, and adaptable formats ensure uniform branding across all platforms.
• Digital-first optimization — The new wordmark maintains clarity at small sizes, improving readability on phones, tablets, and streaming apps.
The result is a cohesive visual identity that feels modern, confident, and perfectly aligned with today’s broadcast and digital landscape.
BEFORE AND AFTER
BEFORE
AFTER
THE RESULTS
• A unified brand identity system that strengthens all visual communications
• Improved readability across broadcast graphics, lower thirds, and live overlays
• A polished, professional appearance on social platforms and mobile devices
• Increased brand recognition via a bold and memorable “3” icon
• Consistent visual messaging across marketing, community events, and news programming
• A future-ready identity with flexible assets for emerging digital formats
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