As a catalyst for the revival of the city of Detroit, the task was great: craft a brand that acknowledges where they have been, cast a vision for where they are headed and give them the visual tools to make an emotional connection with their listeners.

As Detroit’s non-profit, public radio station since 1952, WDET had a tired, ambiguous brand that the people of Detroit had disconnected from.

This new identity elevates the voice of local non-profit radio in Detroit through a visual language that has a greater relevance to the station’s diverse community of listeners and is authentic to the City of Detroit in an energetic, progressive and inspiring way.

Inspired by the city’s rich colours and textures, historic Blue Note album covers and the simple notion of conversation, we created a new WDET brand world featuring bold shapes, forms and hues to evoke curiosity and instigate listener dialogue.