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Pop FM

Shaping a feelgood radio identity without tipping into novelty

Pop FM is a radio station created for Finnish women aged 25–49. The brief wasn’t to be loud or jokey. It was to feel upbeat, modern, and familiar in a way that fits into everyday life. I was brought in to explore identity concepts that felt warm and recognisable without slipping into clichés or looking disposable.

Brand identity, logo concepts, colour palette, social templates

A clear, feelgood identity that speaks directly to its audience and works across everyday listening moments

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These were the things getting in the way

Pop FM needed a brand that felt upbeat and modern without tipping into novelty or noise.


  • The existing visuals didn’t fully reflect the station’s personality.

  • The brand needed to work across digital, app, and broadcast.

  • There wasn’t a clear system to build from.

  • Consistency was hard to maintain.

Feelgood brands still need to be taken seriously to last.

What happened when we untangled those issues?

The brand became brighter, more confident, and easier to roll out everywhere it needed to live.


  • A clear visual identity that reflects the station’s energy.

  • Design choices that work across screens and formats.

  • A system that supports consistency without killing fun.

  • A brand that feels recognisable and current.

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The results?

The concepts helped clarify Pop FM’s tone and positioning ahead of launch. Although a different direction was chosen in the end, the work shaped the final identity and gave the team a clear sense of what the brand needed to be.
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