The Rickey Smiley Morning Show is a renowned radio program that airs in various major markets throughout the United States, featuring a blend of music, comedy, and news. Additionally, the program is associated with the national television program Dish Nation. CLAS6IC Label worked with the show in the past to broaden its exposure from radio to television from 2010 to 2013.
Brand Identity + Content Design & Direction + Video Editing + Social Media
Objective
To modernize and expand the brand of the morning radio show to a national television audience by incorporating creative visuals, social media platforms, and digital media to engage viewers in new ways beyond traditional radio broadcasting.
Strategy
To prepare for the national TV launch of the Rickey Smiley morning show, our team created a new brand identity that catered to the show's visual needs for its national television broadcast. Collaborating closely with Rickey Smiley, we developed various marketing components, including logos, album covers, and a new color palette that complemented the production set's design. We went the extra mile and designed custom backdrops and painted original wall art to add a touch of uniqueness to the show's overall look. We also launched a series of BTS videos, exclusively distributed through social media channels, to give viewers and listeners a behind-the-scenes look at the show's production. Our goal was to generate excitement for the brand as a whole, whether it was the nationally syndicated radio show or the live TV broadcast.
Results
From its premiere week in 2011 and throughout its six-week test run in Atlanta, Dish Nation consistently outperformed Late Show with David Letterman and sitcoms, ranking third in key demographics and household ratings. As of January 2023, Dish Nation has been renewed for its twelfth season, demonstrating its continued success. In February 2022, the Rickey Smiley morning radio show signed a new deal with Reach Media and Urban One, ensuring that the show will continue to run for another five years.