When Seattle's beloved independent radio station KEXP announced a massive expansion, it needed a branding update to match.

With more resources and a new in-house, state-of-the-art performance space, KEXP was no longer just a scrappy radio station. It was a hub for music and art across the Pacific Northwest.

My agency was tasked with creating a new brand book to accompany this evolution. I was responsible for enshrining the brand's voice and values.