Our Client
Mike Read, created The Heritage Chart in 2020, as a TV show and online radio show to give a voice to artists who were writing new songs and needed a platform to reach audiences all over the world. In Mike’s own words:
“I started the Heritage Chart on the radio in July 2020 having spoken to quite a few of our Heritage artists when they told me that I was the only person listening to and playing. their new material. The National stations were playing their old classics but ignoring their new material. I figured there should be a shop window for these artists, who were, in my opinion, still writing some of their best material.”
Why a rebrand?
By 2024 the success story of growth was clear with listener numbers growing by 50% in the first 4 years, reaching 400,000 – 500,000 listeners a week! This is when Mike approached us to help him with his brand image. He had been busy developing his product and content and building global reach. Now Mike and the team wanted to attract more artists, more production talent, and more DJs to cover a 24/7 schedule, they knew he needed to raise funds to invest in further growth. A brand to describe the future of Heritage radio was needed. The aims of the rebrand were to:
How and What we created
Carl led the Lamerton Creative team to employ an audience-focused approach to brand development. They got under the skin of a brand and what it means to the artists, the DJs, the production team, and audiences all over the world including potential partners and sponsors, so that brand would resonate with the complex mix of interested parties.
Our process included:
A lively workshop with Mike Read, DJ Daniel James who has a show on Heritage Radio, Mike’s key initial sponsor, Carol Ferguson who was also involved in the production of the Chart and organising events, Mike’s production partner, Andrew Read, Mike’s legal partner, and some legacy artists who had been involved in The Heritage Chart since 2020.
Carl and team captured: thoughts and feeling from this eclectic group of people, to distil the values of The Heritage Chart; the data proving success to date; and future aspirations of the workshop attendees. This enabled the creation of the new brand identity and key messages that captured the ethos of what the organisation was about, to be used in sponsorship and investment pitches, and on the website, and collateral for events. The process included investor and sponsor interaction as images and language were developed.
The creation of a new identity to represent The Heritage Chart TV and Radio Show, was grounded in the power of a talented founding DJ, sharing music by famous legacy artists. The lion represents pride and power, wearing a crown represents the family of people in a ring coming together to develop and produce great tunes, and holding a microphone represents the talent of DJs and artists to project new music loudly to audiences everywhere.
Carl worked with one of his associate partners, Mirabilis, on the development of messaging for language and copy for marketing collateral, which worked with the logo to crystallise the key words that described The Heritage Chart: Authentic; Passionate; Heritage; Relevant; Distinctive; all things leading to ‘Shouting from the rooftops’ that legacy artists are writing and performing powerful new songs. They also worked together on implementation of the brand into sponsor pitches, producing collateral, and working as production team for the first event to support proof of concept.