Fomento Group approached Young to work together to build their print publications, The Goan & Goan Varta. The objective was to enhance revenues alongwith brand saliency. The Goan is a daily print product distributed in Goa and faces stiff competition from the Navhind Times, O Herald, The Times of India in the English segment and Tarun Bharat, Gomantak, Sakal and Pudhari in the language segments. 2 issues that need to be addressed were :
- How to build stickiness with the Reader and enhance readership
- How to attract advertising from National as well as local brands
Goa being a low priority market from media planners and advertisers point of view made it more difficult.
Being a single man driven organization, we evaluated the elements of music. Frequency and frequency waves were very important aspect of music, so we used it as one of the elements for the identity. Another important aspect was the bead in the beard which was synonymous with the production house owner and musician himself. We incorporated this aspect into the identity as a symbol that was actually represented on the Promoters face
This logo had a very high recall. In fact anyone who meets the Promoter could instantly see the logo on the face of the owner each time they saw him. High recall of this logo led to higher recall of the music production house leading to higher inquiries and higher revenues right from the first year.
