KCRW is a significant cultural entity in Southern California, known for its influence in news, music, and storytelling. As it transitioned from a traditional radio station to a multi-platform media brand, KCRW required a unified identity to support its growth across various digital and live event channels.

In collaboration with Troika, KCRW developed a brand platform that maintained its Los Angeles heritage while fostering expansion in digital and experiential areas. The new brand identity, featuring a versatile logo, was designed for seamless integration across all platforms.

To further enhance this transformation, the "For the Curious" campaign was launched, utilizing outdoor, digital, and print media to strengthen KCRW's ties with local communities. The campaign, showcasing over 60 landmarks, emphasized KCRW's role as a vital voice for Los Angeles and Santa Barbara.