Brighter Media Group, 2021
95.1 ShineFM, D.C.’s go-to radio station for uplifting hits, was beloved locally but wanted to go national. Ashton started with a brand refresh of ShineFM in 2020, then evolved the brand in phases from a single station into a versatile media presence with a new name, BrightFM.
Identity / Communications
The name change from ShineFM to BrightFM was only the first step in introducing the brand’s new identity. As BrightFM grew, it needed a logo that could accommodate varying station numbers, adapt to new markets, and be immediately recognized in high-traffic situations, like on billboards or bumper stickers. Ashton evolved the logo into a multidimensional identity that feels alive and cements BrightFM’s place as the nation’s singular feel-good station.
Ashton took the standout features of the transition brand—its bright colors and youthful appeal—and built upon them to create a highly readable, high-impact logo that works seamlessly across all media.
Keeping in the spirit of the station’s signature upbeat perspective, the lowercase logo features friendly, rounded, and overlapping letterforms to make it feel as if it’s wrapped in a warm hug.
Adding dark blue to the established color palette ups its contrast and makes the brightest parts of the brand pop.
Energized heat maps of color recall visualized audio levels, further communicate Bright’s optimism, and mirror BrightFM’s tagline, “make hope louder.”
Unlike many radio stations, BrightFM operates as a non-profit entity, which means it leans heavily on marketing pieces to reach a wide audience and incentivize donations. From postcards to billboards, the brand now radiates confidence, personality, and positivity.
The brand now stands out across digital platforms, especially video and social media. The renewed presence amplifies BrightFM’s personality beyond an audio experience and allows it to build a strong following both on air and online.
Through the unique process of redesigning a brand twice in two years, elements of the visual identity debuted in stages, which created a sense of constant familiarity despite the changes and engaged listeners to take part in its evolution.