Most radio stations today play a variety of music styles and genres. Wave FM is a concept for a new radio that plays natural sounds to allow listeners to wake up gently in the morning or simply enjoy ambient sounds to relax.
The name 'wave' expresses the idea of going up and down, like waking up in the morning and going back to bed at night. It also connotes to the relaxing sound waves make.
To translate this idea in a logotype, the lettering was to remain very fluid, drawn with as little strokes as possible while maintaining legibility and keeping a dynamic relation between the thinner ascending and thicker descending strokes.
The letters are drawn in lowercase to give it a friendlier, less imposing feeling and the bright coral color conveys the warmth of a sunrise.
Early sketches for the new logo.
Harmonizing the thinner ascending and thicker descending strokes to achieve the final look of the logo.
The new radio was launched with an activation campaign alongside print advertising and posters.
To maintain the idea of softness, animals were constructed entirely out of folded bedsheets...
Launch poster for the new radio.
Print Ad #1
Print Ad #2
Print Ad #3
A series of activation campaigns took place in major cities (Antwerp, Brussels).
Parc Royal Wake up Call
To show that Wave FM feels like waking up in a natural setting, the radio plays through speakers as actors wake up gently during the morning rush at the Parc Royal in Brussels. Many workers pass through the park on a daily basis to get to work.
Giveaway
Inflatable pillows carrying the wave FM logo are distributed to passengers at train stations.
Bedroom Trams
Some trams are redecorated with pillows and curtains to resemble a bedroom.
