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ABOUT
Launched in 1989 with Queen’s ’Radio GaGa’, M1 was Lithuania’s first commercial radio station - and quickly became a symbol of modernity and youth culture. For decades, it led not only by audience size and recognition but also by its courage to be different: making listeners laugh live on air, creating daring stunts, and shaping national pop culture. After 35 years, however, audience habits had shifted dramatically. Streaming, podcasts, and on-demand content were redefining how people consumed music and entertainment, putting pressure on traditional radio models. M1 approached us seeking clarity on where the station should head next - how to remain culturally relevant, unify its sub-brands, and evolve into a contemporary media platform without losing the spirit that made it iconic.
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INSIGHT
M1’s strength has always been its ability to create moments - to bring real people, humor, and energy into everyday life. In a digital world dominated by algorithms and passive listening, this human connection is what still sets M1 apart. The turning point came with recognizing that M1 didn’t need to reinvent itself - it needed to evolve what had always made it number one: courage, positivity, and community. By embracing its legacy and projecting it into new formats and platforms, M1 could reclaim its position as the cultural accelerator for Lithuania’s next generation of creators and listeners.
POSITIONING
The strategy positioned M1 not just as a radio station, but as a platform for a positive lifestyle - an accelerator for new content projects, creators, and ideas. M1 stands for courage to create, optimism in everyday life, and closeness to its community. It fills and brightens daily life by creating content in different formats, reaching audiences wherever they are. The brand seeks unexpected angles, initiatives, and collaborations, experiencing human realities, innovations, and events together with its listeners. “Pirmi gyventi daugiau” - first to live more - became both a declaration and a direction, capturing M1’s commitment to staying dynamic, inventive, and always in motion with its audience.
RESULT
The rebrand reintroduced M1 as both a cultural icon and a contemporary media force. The new visual identity - created by andstudio - revived the original 1989 logo, a symbol deeply rooted in Lithuania’s cultural memory, refining it with modern geometry, proportion, and rhythm. From this foundation, a distinctive design system emerged: bold typography derived from the logo’s angular structure, a vibrant color palette, and a unified framework connecting M1, M1+ and M1 Dance into one coherent, expressive identity. The result is a visual language that restores continuity while amplifying each channel’s individuality.
IMPACT
The renewed identity quickly became a catalyst for creative momentum within the M1 team. It inspired new initiatives such as DJ Kaziukas, Mėlynas pienas (Blue milk), and the inaugural M1 Music Awards - a landmark 35th-anniversary event to be held at Kaunas Žalgiris Arena. The rebrand also earned three ADC Lithuania awards, recognizing its excellence in logotype design, typography, and overall brand identity refresh. More than a visual update, it marked the revival of M1’s creative confidence and reaffirmed its status as a defining voice in Lithuanian popular culture.
TESTIMONIAL
