Case Study: Baltimore Public Media expands its reach with idfive

Baltimore Public Media unifies two stations in a 2-day workshop with idfive

Baltimore Public Media, formed from the merger of two iconic public radio stations (WYPR and WTMD), faced the challenge of expanding its reach while honoring the distinct identities of its partners. They needed to create a cohesive umbrella brand that could support fundraising and resonate with both existing and new audiences. The organization hired the agency idfive to help define its new identity and navigate this significant rebrand.

idfive implemented a solution that began with extensive research through its AudienceScan process, which included interviews, focus groups, and surveys. This was coupled with a collaborative workshop to build consensus and define shared brand attributes. The agency developed the new name Baltimore Public Media and created a comprehensive brand identity platform, including the resonant tagline "Community amplified." This new, unified brand successfully paved the way for the merged organization to connect with its community and signal a new chapter in public media for the region.

Baltimore Public Media