Work / Pulse FM
A community radio station that sounded fifty years old got an identity that sounds like its listeners.
01 — The challenge
Pulse FM had the most loyal audience in the city and the oldest look on the dial. Younger listeners found it by accident and left just as fast.
02 — Our approach
We built the identity from the signal itself: a waveform mark that redraws from each show's live audio, a loud two-colour palette, and a type system that works at 16px on a phone and 6 metres on a bus shelter.
03 — The outcome
The relaunch campaign ran for six weeks across transit, social and on-air idents. App installs tripled in the first quarter.
+212%listener app installs
What we delivered
- 01identity
- 02sonic branding
- 03motion
- 04Guidelines
- 05Launch assets
They listened to our shows for a month before drawing a single line. The new identity sounds like us, which I didn't know a logo could do.