Culture & Media

Following our past collaborations with VRT, we partnered with Belgian branding studio <a href="https://www.mirrormirror.be/work/radio-1" target="_blank" rel="noreferrer noopener">Mirror Mirror</a> to create a bold new strategy and visual identity for Radio 1, the go-to destination for audio content that informs and inspires people across Flanders.

THE ONE PLACE FOR UNMISSABLE STORIES

In a world where so much audio content is noise, it can be hard to know what to listen to. Our goal was to help Radio 1 cut through this cacophony, strengthening its proposition and amplifying its role in the lives of Flemish audiences. For decades, Radio 1 has been a flagship audio brand for VRT and a trusted voice in Flanders, covering all major events, both local and international, with quality at the forefront.

IT ALL BEGINS WITH LISTENING

Among VRT’s audio brands, Radio 1 has maintained long-term, consistent market share, with a loyal but aging audience. Even though the brand was successful, its offer was becoming unclear and its visual identity was limited. It lacked the ability to stand out in the crowded audio space. To bring fresh energy to the brand, we immersed ourselves in the world of Radio 1—its team, its content, and its values. Inspired by the tagline, ‘It all begins with listening,’ we did just that—listened. What we heard revealed the core of Radio 1: the crucial role it plays in the daily lives of people across Flanders, helping them understand and navigate their country and the world beyond. 

For us, Radio 1 embodies ‘Essential Listening’—a brand idea that positions it as the one place for the unmissable stories that listeners rely on. It reflects the whole spectrum of stories, from the ones that are easy to miss to the ones that are impossible to ignore.

A BRAND BUILT FOR CLARITY AND IMPACT

Our vision for Radio 1 came together in a design system that’s both as singular as it is iconic. With Mirror Mirror, we carefully designed every element to create a visual identity that represents the essential.
The new logo reflects Radio 1’s legacy, connecting the brand’s past with its continued importance to audiences. Paired with a vibrant colour palette and flexible behaviour, it shows evolution, not revolution.

CONNECTING A RICH AND EXPANSIVE CONTENT LIBRARY

Content is the heart of Radio 1. The station offers a vast array of shows and podcasts—from eye-opening news and sports, to deep conversations and documentaries—all original and vital.
Our design system works as a platform for these diverse stories and the people behind them. It showcases content boldly helping audiences connect across live, digital, and VRT’s VRT Max platform. The new identity gives Radio 1 more ways to explore ideas and reach more listeners than ever before.

Where expression was once limited, the brand is now full of potential. At the core of this is the capsule, an extension of the new logo and a key brand asset. Light, impactful and flexible, it directs attention to what matters most to Radio 1’s listeners. We defined an expression that co-exists with VRT NWS and their content brands, featuring vibrant gradients, a clear typographic hierarchy, and the capsule which delivers an unmistakable, unmissable vision for Radio 1 and its content. The wider system balances information and inspiration – whether through layouts that create space, motion principles that connect stories seamlessly, or a graphic language that makes it easy to create content covers.

Ken De Keyser

As our ongoing collaborator, Saffron once again helped VRT rejuvenate one of our flagship brands. Working closely with our internal teams, they went the extra mile to really understand the essential role that Radio 1 plays in the lives of its listeners. The resulting brand, crafted in partnership with branding studio Mirror Mirror, has been met with acclaim from industry insiders and audiences alike—future-proofing and securing Radio 1’s legacy for years to come.

Head of Branding and Design, VRT

A VITAL PART OF THE VRT ECOSYSTEM

The new Radio 1 seamlessly integrates into the VRT master brand system. Following the redesigns of Studio Brussel and MNM, it creates a world for Radio 1 that is both connected to VRT and offers room for unique brand expression.

<a href="https://www.vrt.be/vrtnws/nl/2025/02/11/radio-1-nieuw-logo-nieuwe-huisstijl/" target="_blank" rel="noreferrer noopener">More on the rebrand from VRT</a> [NL] Content: Courtesy of <a href="https://www.vrt.be/nl" target="_blank" rel="noreferrer noopener">VRT</a> [NL] Design partner: <a href="http://www.mirrormirror.be/work/radio-1" target="_blank" rel="noreferrer noopener">Mirror Morror</a> [NL] Photographer: <a href="https://www.damondebacker.be/" target="_blank" rel="noreferrer noopener">Damon De Backer</a>

Still want to know more? <a href="https://saffron-consultants.com/contact" target="_blank" rel="noreferrer noopener">Get in touch.</a>

Essential Listening

VRT

Forever current

A Shared Wavelength

Essential Listening

VRT

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