Loose.fm
Online Radio Station
& Social Content
Project Summary & My Role
Creative Idea
-
Visual & Motion Design
-
UI & UX Design
-
Art Direction & Brand Guardian
Loose is an online radio station for the eclectic, the experimental and the ecstatic. Born from the challenges of the pandemic and our love of music, Movement Digital decided to start its own online radio station. Having discussed the idea for many years, the overshadow of the pandemic inspired us to hit the button and create a station that celebrated all genres of music with a joyful, groovy and festival-like embrace.
Launched and based in the offices of Movement Digital, Loose.fm because a fresh new brand that we could grow and develop from the ground up.
Initiated by our Creative Director & Radio Controller Mark Freeman, I took it upon myself to become the Loose.fm lead designer and brand guardian - I defined, created and continuously developed the Loose.fm site and all its social content, while also refining and evolving the brand aesthetic as it increased in popularity and reach.
The “LOOSE” letters became the backbone from which all the creative was hung and the Loose.fm site was the hub from which our listeners could hear their favourite DJ’s.
Daily Content - DJ & Show Line-up
With Loose.fm playing shows nearly 24/7, a constant stream of social posts were required to share and promote each DJ/Show - In addition, a daily show line-up was produced.
Speed and consistency were the key to outpouring so much content. To deliver this I designed a flexible template to house the DJ show images and names, incorporating the Loose.fm branding and colour ways, which could be quickly interchanged and outputted. In addition, I also defined a separate video template that was used for the daily show line-up. The intention being that no post felt the exact same – but still followed the strict brand rules I established.
Loose X Choose Love
For a one-day exclusive Loose.fm partnered up with Choose Love – Hosting at the Choose Love pop-up store on Carnaby St, Loose.fm DJs were invited to spin tunes in support of this most vital organisation. Choose Love does whatever it takes to provide refugees and displaced people with everything from lifesaving search and rescue boats to food and legal advice.
For this I designed a bespoke DJ post template and other supporting assets, to promote the event, the DJ’s playing and the "Loose X Choose Love" partnership.
Turkey-Syria Fundraiser
In response to the horrendous earthquake in Turkey/Syria, which took the life of more than 50,000 people and affected millions of people on the 6th of February, Makkam in partnership with Loose.fm put on a day long fundraiser on the 27th February.
The Loose.fm site was re-dressed out of respect and a link for donations was added. Loose.fm branded DJ posts were dropped and a single day long post was created instead.
Loose Parties
Loose.fm played host to various parties across London at many popular pubs and clubs. Each party was treated as an exclusive event - I was responsible for the design and creation of all promotional content and material in the lead up.
Loose Culture
With a love of music right at the centre, Loose.fm became a hub for like-minded people and DJ’s to come together and celebrate. All the DJ’s who played were invited to leave their mark on the station walls, a symbol of the growing love and support for Loose.fm.
(Photographs below were taken by me)
Results & Key Achievements
-
After only 3 months, Loose.fm had reached 2500 unique listeners a month since launching in late September 2021 - this continued to increase exponentially with Loose.fm’s reach and following consistently growing over time.
​
-
Loose.fm successful catalogued a vast range of eclectic and talented DJ’s, both playing live and pre-recorded shows allowing Loose to stream 24/7.
​
-
Loose.fm played host to several exclusive parties and events around London, as well as being involved in several charitable partnerships.
Roll The Credits
-
Agency – Movement Digital
-
Founder & Radio Controller – Mark Freeman
-
Development Lead - Paul Herron
-
Event Producer - Julia Axner
-
Radio Assistant - Tobias Calfo
explore_more
