FM 101.9 Underground Lounge was a music concept created to boost brand recognition and sales for this new station. They would set up pop-up shows for "underground" alternative artists, allowing for companies to tie their name to a niche but dedicated audience via title sponsorships, on-air spots, or other digital sponsorship options. The goal for creative was to develop a bold, high-impact visual identity that captured the raw energy of alternative music culture while remaining adaptable across multiple advertising formats.
The design combines gritty textures, high-contrast lighting, and distressed typography to emphasize the underground, live-show atmosphere. Two layout variations were developed for cross-platform use: a vertical poster format for print and social promotion, and a widescreen digital billboard version optimized for venue screens and online advertising. Maintaining visual consistency across both formats was a key focus, ensuring strong brand recognition regardless of placement.
The final campaign delivers a modern alternative-rock aesthetic that balances artist visibility, venue information, and brand identity in a visually striking and commercially usable promotional package.
