The Challenge
To create a totally new identity for Xfm. The resulting identity would then become the vehicle for a relaunch in September 2015.
The Solution
I broke the brand down into its key components, threw away what wasn’t working and defined the ‘brand intrinsics’ – what made the brand recognisable to its audience, both old and new. I had to consider all the brand platforms, how it would work on an App and online as well as more traditional media. The final design uses vertical bars to mimic the EQ bars of a stereo – but keeping the ‘kicking’ X mark to ground the identity. The new identity – now called Radio X – was launched in September 2015 with a host of new DJ’s and a national ATL campaign.