Radio Free Europe realized the importance of shedding its image as an old-fashioned, anti-Soviet broadcaster. A totally new image and communications strategy was needed for each of RFE's markets that would be as fresh and exciting as its new programming and capabilities.

gkBRAND was selected to carry out a coordinated campaign in two challenging markets with completely different languages and customs: Armenia and Iran. By customizing the rebranding efforts for each market, GK would be able to promote RFE's unifying message by translating and adapting it creatively to each culture. GK then went on to provide advertising solutions for the rebranded broadcasters throughout the region, including designing and placing billboards in Afghanistan and Dubai.