Radio is a strange thing to brand. There’s nothing to look at, and every show sounds different. Low Tide needed an identity that could shift as much as its schedule does.

One family, many voices

We chose a single variable typeface and treated its axes as a volume knob. Late-night ambient shows sit light and wide; the Saturday talk programme is condensed and heavy. Same family, different voice.

Rules that make it work

Each show gets a fixed setting, so it’s recognisable week to week. The station name never changes. Everything in between is allowed to play.

What we learned

Flexible systems need firmer rules, not fewer. The freedom only feels intentional when the edges are clear.