Year: 2016
Client: Entercom Communications Corp.
Project: The Sound - Radio Station Brand Refresh

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 Raymond

Raymond is 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 he does.

For over 10 years, he has 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 clients and brands he has worked with include:

Air Canada, AstraZeneca, AT&T, Bloomberg, 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.

If you’d like know more about the work you’ve seen here, or would like to discuss a new project, please get in touch.


Phone: +1 787 310 1807
Capabilities & Services

Brand Strategy

Platform Development
Competitor Analysis
Brand Architecture
Brand Naming
Brand Voice
Creative Strategy

Design Audit
Culture Scan
Color Analysis
Visual Style Expression
& Mood-boards

Brand Design

Logo/Brandmark Design
Identity Systems
Mood-board Workshops
Assets Creation
Brand Toolkits
Brand Guidelines
Brand Books
Brand Experience

Brand Implementation Activation Concepts
Ideation & Consulting

Copyright 2019 ©, Raymond Forbes-Schieche. All rights reserved.