From airwaves to wifi—attracting a new audience
Developing and launching a new website was critical for one of the nation’s leaders in news radio, but in considering the task, it became clear that there was an opportunity to do more. Grafik worked with WTOP to examine the shifting market both in terms of evolving technology and news consumption. Together, we set about to reposition the news radio station as Washington’s top news source, a move that ensured WTOP’s ability to remain authentic to core listeners while attracting a younger audience.
From there, our digital team rearchitected and reengineered the website to facilitate faster delivery of critical content across all formats, elevate social channels, and increase WTOP’s lucrative advertising units. The new site features a bold new look and corporate logo. Already embraced by internal stakeholders, it’s the first step in a comprehensive rebrand.
Because breaking news, not an art director’s preference, will dictate what photography will be on the page, the WTOP site was a particular aesthetic challenge. The wireframes above show how the foundation for development is laid before the actual design is created.