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Universal Favourite
N/AAugust 08, 2022
Mindsparkle Mag
From naming right through to their outdoor launch campaign, we worked with the crew from Australian Radio Network’s The Edge 96.1 to help them rebuild their brand into CADA from the ground up. This set the tempo for its launch as an Australian youth media and entertainment enterprise. Now live across multi-platforms, they’re serving up all things inclusive, exclusive, and adjacent to Hip Hop and R&B music and culture. Universal Favorite was behind its popular visual identity.
CADA is Australia’s home of Hip Hop and R&B. They’re a multi-platform youth media and entertainment brand that was born from a desire to challenge traditional radio tropes and truly champion inclusivity, diversity, and the Australian community that lives and breathes Hip Hop, R&B and everything around it.
The commercial radio category is typically noisy and crass, fronted by a swathe of white, aging hosts with clear political leanings. When it comes to the youth entertainment space, there’s not a lot out there that serves and reflects its audience and, when your community of listeners is largely working class and often ethnically diverse, representation is paramount. It was crucial to CADA to give a platform to those within the Hip Hop and R&B community and, in turn, allow their listeners to feel seen, heard, and inspired.
Creator: Universal Favourite
