radio fresh


Art Direction | Brand | Collateral | Website



There’s something about radio as a medium. For me it’s more than just listening to music. It’s company. Like a chatterbox who is constantly waffling away in the background and plays some great music every now and then - it’s like a friendly hug of community love. Nice.

When someone comes to you and says they are bootstrapping a brand new radio station for the town - scalping bits of tech donated from other stations to get the thing to broadcast standard we couldn’t help but be intrigued. The fact that they also take it very seriously in getting great presenters, researching what type of music to play so they don’t alienate anyone, but also keep their integrity and were looking to get a great brand that will really resonate with their market really appealed to us.

Sam had some ideas that he wanted the station identity to appeal to a wide demographic in terms of age - but they needed to be a discerning listener. He also wanted it to nod towards the private stations of old and even 80’s era Radio 1. It was enough to make us chant “Wooh Gary Davies”.

The stations was at that time unnamed so we threw a few idea around. It’s a station for the people so we liked the idea of giving it a human name and settled for “Ray”. Ray Charles, Ray Davis, Stevie Ray Vaughan, Ray Manzarek, Raye, X-Ray Specs - musical idols that covered most genres. And obviously Ray is a bastardised abbreviation of Radio so it kinda worked. It also lends itself to the moniker “Ray Plays…” meaning that the marketing has a clear defined starting point.

Once we had the name things fell into place - a weathered red as if the pirate station was being battered around by the sea and wind on the Channel with a nifty electric/lightning marque to add a sense of dynamism to the proceedings. Using classic Futura as the typeface means that the whole things dovetails nicely and chucking it on a slant adds a nice sense of movement.

The brand works solidly - looks great on slip mats and mics, will rock on t-shirts and has that sense of indie punk printing on posters. You’ll be hearing more about Ray over the coming months - the people behind it are really putting every ounce of effort into creating something for the community without any backing or funding. It’s with supporting, make sure you give it a listen.


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