WWOZ needed to freshen up their look for a big fundraising campaign to raise money for the self funded “volunteer powered” locally owned radio station which promotes the diverse music of New Orleans. The local population has shortened the name of the station by referring to it as O-Z. The logo emphasizes those letters in the call name to fall in line with local tradition. The logo was introduced in an ad and bus shelter campaign centered around the tag line “Guardians of the Groove.” In each ad a different high profile New Orleans musician is featured.