• Brand naming and creation

• Brand identity design

• Design asset creation

• Brand design guidelines

Smooth design and smooth sounds

In 2011 DMG Radio (now Nova Entertainment) chose to rename, relaunch and rebrand the ‘Classic Rock’ station in a more relaxed and easily accessible format. Whippet were approached to help with both a new name and the accompanying brand identity.

Introducing Smooth FM

After exploring a number of laid back monikers, ‘Smooth FM’ was chosen as the name for Melbourne and Sydney’s ‘easy place to relax’. Our next task was to create a logo and visual identity that communicated the feel of the new station.

An easy going style for an easy listening station

With soft curves, coffee tones and a subtle punch of colour, the new logo and graphics matched the new sound perfectly and we’re delighted to see the station getting stronger with an audience in 2014 of over 1.2 million listeners every week.