a little brand story
01 · Identity
lead designer
Mix 105.5
2026
A station rebrand that had to feel fresh without losing the listeners who grew up with it. Twelve concepts in, one swoosh won.
the station van
The process
The Brayway, in four steps.
same process, every brand
Step 01 · Discover
About the brand.
About the brand
Mix 105.5 plays the hits for a big local audience. The old look felt dated, and the station wanted a mark that could launch on a van, a hat and a feed all in the same week.
Goals
→ Feel current without losing longtime listeners
→ Work in one color for merch
→ Launch with a social campaign that builds hype
Client
Mix 105.5
Role
Lead designer
Year
2026
Agency
Performance Digital
Brand Identity
Logo
Merch
Vehicle Wrap
Social Launch
Brand Guide
Step 02 · Sketch
Where it started.
Four directions in pencil before anything went digital: a tower, a stacked badge, a record and a loose script.
four directions in pencil
the swoosh under the badge was the one that kept showing up
Step 03 · Directions
How I landed on the logo.
Twelve first round concepts across four boards. The station liked the badge, so I revised it, balanced the weights, and locked a final with a full lockup set.
01 · Round one
twelve concepts
→
02 · Revised
four badge takes
→
03 · Second draft
tightening the swoosh
→
04 · Balanced
fixing the weights
→
05 · Final
the badge that shipped
More from round one
Step 04 · Build
The finished system.
Studio green, mix green and a highlighter yellow, with black and white versions built for merch.
Logo variations
Color palette
Studio Green
#395834
Mix Green
#67B347
Highlighter
#FAF489
Ink
#08090A
White
#FEFEFE
In the wild
The brand at work.
the hats
station tee
merch drop
Social launch
Mix 105.5 ✶ Mix 105.5 ✶ Mix 105.5 ✶ Mix 105.5 ✶ Mix 105.5 ✶ Mix 105.5 ✶ Mix 105.5 ✶ Mix 105.5 ✶
“Twelve concepts in, the badge was the one people pointed at.”
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