Amidst the polish and advancement of modern technology like AI, we opted to take a different approach, drawing inspiration from the golden era of hip hop. Our design strategy and branding took a nostalgic journey back in time, embracing a gritty and raw design aesthetic that imbued the brand with a newfound sense of power and authenticity. From this, the concept of "Keeping it Real" became the cornerstone of our design strategy. 

By tapping into the cultural roots and nostalgic elements of hip hop, we not only honoured the station’s legacy but also created a compelling and contemporary brand narrative.