YleX is one of the major radio stations of the Finnish Broadcasting Company (Yle) featuring pop music and cultural programming. Programming targets the younger age group (15 to 34) as its core audience. The focus of the programming is on the modern pop music, but also other urban music genres, as well as indie music. In addition to being one of the most listened radio stations in Finland, YleX is also actively building its brand and presence on other channels and touch points, engaging with its audience in the festivals and events and creating content on social media and other platforms relevant to its audience. 

The visual identity for YleX was desired to be more exciting, bold, fun and cool among its core audience, the youth and young adults. The idea was to enrich the current identity and create new supporting elements around the logo, to make the identity more lively and versatile. Also the colours and typography needed some redefining. The logo was designed previously and was given to be used as part of the renewed identity.

Kokoro & Moi was responsible for developing the identity for YleX, whose name with the letter "X" offered inspiration for design. The illustration concept with various X letters with different styles was created, shapes becoming the key visual element in the identity. Energetic and ever-changing X illustrations represent the dynamic, modern and diverse nature of the brand. Illustrations enable to build recognizable, bold and inspiring visual identity applications and brand experiences. The colour palette for YleX was kept narrow, playing boldly just with black, pink and white. A neutral and classic typeface with great clarity, Helvetica Neue, was chosen as the brand typography, with its extended and fat styles playing the key role in the identity. As a contrast to visually rich and vivid X illustrations, the reduced colour palette and neutral typography bring some balance to the whole.