The rebranding of Radio 3 into Retro FM playing more than ten-year-old hits was based on The One Word Strategy, which was guided by value proposition. The symbol merging a rewind button and vinyl motif became a catchy memory anchor for the brand traditionally using little visual imagery. The change of name and identity became a remarkable ratings booster that took the radio station to the top of the charts without changing the substance.

Year: 2013