NPR / WJFF

WJFF, an NPR affiliate serving New York’s Catskills region, came to us at a pivotal moment. The station needed to evolve: to retain its homespun, deeply local identity while better reflecting the journalistic stature of its NPR affiliation. It also needed a brand presence that would feel more relevant in today’s cluttered media landscape.

Our work modernized WJFF’s positioning and visual identity, balancing a clear regional character with a sharper, more design-forward sensibility. The result was a brand that feels rooted and familiar to longtime listeners, while signaling relevance and accessibility to a younger, broader audience.