Raymond Forbes-Schieche

Brand & Creative Strategy | Design & Art Direction

Crafting compelling narratives through the power of design
Year: 2016
Client: Entercom Communications Corp.
Project: The Sound - Radio Station Brand Refresh
Website: https://www.thesoundla.com/

Brand Identity, Brand Identity System
Role: Creative Director, Designer

The Sound planned to return to its roots as a music centric brand as well as its roots in celebrating the LA Rams’ return to its home. With their main competitor shifting in the format, there was an opportunity to own the classic rock format and unchallenged top-ranked station in that format.

The Sound reaches an average 689,000 per week on Facebook, publishing the most “engaging” Facebook content in Southern California radio. In addition, 2016 will have been the first season as the official FM home for play-by-play coverage of the Los Angeles Rams, the market’s first NFL team in over 20 years.

Core Audience: Men 40-54, 30% Hispanic, 65%+ Caucasian

Regain momentum in the market and format. Refocus the brand around longstanding passion for classic rock music. Increase brand awareness and secure brand's place as THE Classic rock station in Southern California. Increase listenership and bring new audience/listeners to the signal to sample the programming. Expand reach among the Hispanic Classic Rock fans as the Hispanic population of southern California grows.

Rebrand the station to reflect the true classic rock roots in music and content and Los Angeles lifestyle of the listener (music, sports, events, etc), while creating a unique and contemporary look. The new partnership with LA Rams would bring new and exciting sports content to core listeners and new listeners. The Sound was after to own all things CLASSIC.

About me

I'm a designer and art director, specializing in Brand and Creative Strategy, and Graphic Design and Art Direction. With a passion for (and a Bachelor's Degree in) film, and as a Designer and Visual Communicator, crafting compelling narratives has always been at the core of what I do.

For over 10 years, I've successfully been able to tell client's stories and solve their business challenges through the power of design—in award-winning, aesthetically pleasing, and strategically sound ways.

Some of the brands I’ve worked with include:

Air Canada, AstraZeneca, AT&T, CIT Bank, Church & Dwight, Eli Lilly, Entercom Communications, Ernst & Young (EY), Goldman Sachs, Guardian Insurance, ICF International, Johnson & Johnson, MasterCard, Mayo Clinic, Merck, PubMatic, Sanofi, T-Mobile, Univision Communications

Where I’ve worked

Interbrand & InterbrandHealth
Freelance Design Director

Currently working part-time as a brand & visual design consultant for various projects for Interbrand (consumer) and Interbrand Health (healthcare).

New York University, SPS
Adjunct Instructor

Part-time instructor at the NYU School of Professional Studies - Division of Marketing and Public Relations. Course title: “Building Brands with Purpose”.

publiq Group
Freelance Design Director

A design, strategy and marketing lab, unique in its operating model, publiq taps into key team members on a project-need basis. I served as Design Director for some of publiq’s projects.

Freelance Brand Designer

Worked alongside two of Prophet’s senior creative leads in art directing, designing, and implementing brand identities and systems.

DeSantis Breindel
Design Director

Worked directly with DB’s Creative Director in ideating, designing, and implementing corporate identities and systems for various B2B clients, as well as other industry marketing initiatives.

Freelance Brand Designer

Worked alongside two of S+G’s Creative Directors in ideating, designing, and implementing brand platforms, architecture and identity systems.

Univision Communications Inc.
Design Director

Oversaw strategic and creative efforts from a branding perspective. Provided direction to design team, and lead in ideation sessions with key company stakeholders.

BX: Brand Experience Design Group (formerly FCB Health, Branding)
Senior Designer

Developed major brands from strategy to implementation. Recruited by the EVP, CD of Branding, I helped establish the brand discipline at FCB Global (Health, Consumer—NY).

Where I’ve studied

2006-2008 | Atlanta, GA
Miami Ad School @ Portfolio Center
Design Program

2000-2004 | San Juan, PR
Universidad de Puerto Rico, Río Piedras
Audiovisual Communications, Minor in Film Studies

Get in touch




+1 787.310.1807


210 Varet st., Apt 407B, Brooklyn, NY 11206
© 2019 of Raymond Forbes-Schieche and respective brands, clients, and agencies — New York, NY