Redesigning KPCC's Identity System
Southern California Public Radio ( SCPR / KPCC ) is a radio station located in Pasadena, CA. Its mission is to strengthen the civic and cultural bonds that unite Southern California's diverse communities by providing the highest quality news and information service through radio and other interactive media. SCPR/KPCC wishes to attract new and next generation of audiences and introduce itself to millennials as a fresh and interesting source of news and information. Also, it has been asked to present new brand thinking to a broader executive team at SCPR/KPCC in early 2018.