Why rebrand?
Role
To further the brand impression in immersive storytelling, I developed a content strategy that transforms the streaming radio station into a living archive of NYC’s underground. Highlighting artist takeovers (DJ booth confessionals, track breakdowns), kinetic live session edits that mirror the station’s DIY energy, and crowd-sourced visuals that turn listeners into collaborators.
The overall system features elongated shapes that interact with both electronic sounds and the blocky visualizations characteristic of the station's environment. Secondary elements like spray paint and stickers enhance the authenticity of the underground music scene, drawing additional inspiration from the station's decorations. Vibrant colors unify all these components, creating an expressive and dynamic atmosphere that feels both open and cohesive.
Key Takeaways
Problem: Needed to visually match its growing cultural impact.
Solution: A system rooted in music + NYC grit, built for flexibility.
Result: A brand that’s as dynamic as the community it serves.
