Last week, we joined Onic at their brand launch event ‘It’s On, It’s EPIC’ at EPIC in Dublin. Evolving from Wireless Ireland, Onic steps into the spotlight as Ireland’s newest media brand with a commitment to reshaping the future of the audio and digital landscape in Ireland.
From Wireless Ireland to Onic: Why Refresh the Brand?
In the fast-changing digital landscape, not moving forward means moving backward. The brand refresh was a strategic step forward, to engage broader audiences and connect all the dynamic content types under one brand.
The brand will also launch the Onic App and Player this summer, integrating all their live audio, podcasts and visual content in one place.
Celebrating Irish Women in Radio
The first panel hosted by Mark Cunning, Group Content Director at Onic featured four incredible female speakers, Lorraine Murphy of Cork’s 96FM, Kathryn Thomas from Dublin’s Q102, Zeinabb Elguzouli of FM104 and musician and broadcaster Fia Moon. All shared their journeys behind the mic and reflected on how the new Onic brand identity supports greater reach and impact.
Kathryn especially praised the creativity and communication skills of Irish women in the industry. Lorraine reflected on the joy of connection in daily radio, “Get the listeners involved as much as possible and have a bit of fun in the morning. That’s what it’s all about.”
Panel Discussion
Storytelling in a Digital Age
The second panel hosted by Sasha Hamrogue, Head of Digital at Onic showcased three exciting content creators. Seán Munsanje, host of Pride Vibes, spoke about the importance of representing LGBTQIA+ voices and using radio as an amplifier for advocacy and influence.
Owen “Mugsy” Mulligan, creator of The ‘45, described how his show aims to give everyone a chance to be heard. People are storytellers, in particular Irish people. It’s time to listen to them!
Brandon Caulfield, co-founder of The Socially Awkward Podcast, reflected on how he and his friends started the show with a simple idea and have seen it grow into something far bigger than they imagined.
Their discussion centred on the balance between adapting to industry changes and staying true to your creative roots. While innovation is key, they agreed, the real reward is in the collaboration and connection that radio and audio continue to offer.
Panel Discussion
What We Delivered for Onic
Working closely with Onic’s team, we were proud to support the brand’s refresh both strategically and creatively.
We led the development of the brand strategy, including naming, positioning, defining brand values, and crafting the tone of voice. We also brought the visual to life through the design of the logo, icons, and full brand identity as it unpacks across every touch point.
“We’re delighted to work with such a professional team in Bradley.”
– Brian McCarthy, Group Commercial and Operations Director at Onic.
The Brand People at the Event
Want to see more of our brand results? Head over to Our Work page.
At Bradley, we believe in sharing what we learn. Follow us across our channels on Instagram and LinkedIn to stay up to date with the latest from Bradley Insights.
