CREAM RADIO
The first eclectic radio station in the Netherlands
Brief
Leon and Renny Ramakers commissioned me to name and brand a new radio station. With the frequency and DAB rights in place, the brief was to create a distinct identity — consciously moving away from the typical radio station look and feel.
Approach
It started with name generation — one of my early proposals was ‘CREAM’. From there, I created the positioning and visual identity, reflecting a fresh take on radio in an increasingly digital world. The creative approach mixed music styles within a traditional format — designed to stretch the listener’s experience. All summed up in the tagline: Luister verder — roughly translated, Listen further.
Outcome
One year in, the station has over 500,000 listeners.
The brand name, positioning and identity are now firmly established — both in the radio industry and in the public mind.
CREAM RADIO