Simon Barnett’s return marks a new chapter for More FM

AUCKLAND, Today: More FM is gearing up for an exciting 2025 with the return of beloved broadcaster Simon Barnett, a sleek new brand identity, and an exciting new logo and campaign.

Simon Barnett hit the ground running today at More FM, starting with a 4:30 am alarm. He’s reuniting with Lana Searle and the Breakfast Club for a year filled with top tunes, lively chats, and memorable moments.

After a five-year break, Barnett’s comeback was playfully hinted at in a quirky summer campaign. It depicted him as a wild, untamed figure, symbolising his adventurous break before his homecoming to More FM.

This weekend, MediaWorks unveiled a vibrant, multi-platform campaign titled Simon Barnett’s Back for More. Created by their in-house team at Passionfruit, the campaign captures the spirited fun and personality that Simon and More FM are celebrated for.

“Passionfruit was thrilled to collaborate on this exciting project for Simon’s return. His comeback prompted us to dive deeper into the essence of the More FM brand and how it could better reflect its identity in 2025.” – Alex Kenny

The campaign’s new logo will appear everywhere, from billboards to buses, adding a fresh, modern vibe that mirrors More FM’s role as a market leader. This design strikes a chord with listeners and emphasises the station’s modern flair.

Alex Kenny, Creative Director at Passionfruit, expressed excitement about the project: “Passionfruit was thrilled to collaborate on this exciting project for Simon’s return. His comeback prompted us to dive deeper into the essence of the More FM brand and how it could better reflect its identity in 2025.

“The result is a refreshed look that aligns with the station’s evolution and captures the vibrant personalities behind the music. It’s a premium, approachable aesthetic with long-term appeal in an ever-changing media landscape.”

MediaWorks’ internal team at Passionfruit crafted the rebranding, with support from a creative partnership with Eyes and Ears, who produced the TV commercial.

CREDITS

MediaWorks
Creative Director: Alex Kenny
Art Director: Brad Baird
Creative Strategist: Alastair Barran
Senior Designer: Anton Herbert
Graphic Designers: Sam Curtis and Aisha Johan
Sound Engineer: Grant Brodie
Senior Marketing Manager: Rachel Mancini
Insights Lead: Cate Owen
Digital / Social Lead: Mel Low

Eyes & Ears
Director: Calvin Sang
Senior Producer: Paige Taniora
Production Assist: Jhan Arslan
DOP: Will Prosor
1st AC: Sofi Issak
Gaffer: Kyle Van Tonder
Lighting Assist: Krishna Mistry
Sound recordist: Joey Siasoco
Art Director: Richard Cooke
Hair and Makeup: Asrita Singh
Safety Manager: Eva Fulco
Location Manager: Drew Stanton
Wardrobe: Jules Armishaw
Unit: Josh Key
Photographer: Mark Leedom