Shower Thought Radio - Brand design

Shower Thoughts Radio ain't your traditional radio station. We're the hype squad where witty bars meet hot beats, sparking unexpected conversations and laughter that'll have you groovin' to the hottest tracks. But we're more than music. We're a vibrant community where you can discover fresh talent, connect with like-minded folks, and celebrate the power of humor and hip-hop. Whether you're on Spotify Radio, SoundCloud, or any other streaming platform, tune in, crank it up, and get ready to think, laugh, and vibe with the future of the genre. It's gonna be a wild ride.

Our branding is rooted deep in hip-hop culture, loud and strong for both hip-hop and the streets. We've dug deep into the rich history of the 1970s when hip-hop began, studying every movement big and small. From that legacy, we've built Shower Thoughts Radio, a bold and loud brand.

Client: Shower Thought Radio Station ( imaginary brand ) Services: Brand Strategy, Identity, Art Direction, Motion design Brand Strategy, Identity, and Art Direction: Deep Patel


Motion Graphics: Siddique Bukhari Location: New York, USA Year: 2024​​​​​​​

Small History before We Dive In

Our brand? It's got roots deeper than your favorite rapper's voice. We went all the way back to the '70s Bronx—when DJ Kool Herc was literally inventing the blueprint - and studied every single move, every tag, every beat that built this culture we love. Hip-hop ain't just music, fam; it's a whole lifestyle that started with block parties and has been making the world move ever since.

From day one, street art and beats grew up together like siblings - graffiti tags telling stories right alongside every rhyme and scratch. That's the DNA we wanted in our brand, so we dug into those gritty, noisy photos from the '80s and '90s, mixed it with that spray-paint chaos energy, and boom—Shower Thoughts Radio's visual identity was born.

Position Statement

Look, in all this daily hustle and grind, hip-hop sometimes loses that tight family feeling and the spotlight that rising artists deserve. That's exactly where we come in to flip the script. Shower Thoughts Radio is all about giving both the day-one hip-hop heads and the up-and-coming talent a place to flex, connect, and find those hilarious moments hiding in the everyday—yeah, even when you're just standing there with shampoo in your hair having life revelations.

Brand tone and voice Our brand tone is all about keeping it witty and playful, like chatting with that friend who always cracks you up. We sprinkle in clever wordplay, jokes, and humor to keep things lively. We're all about that conversational vibe, using slang and references that hit home with our audience, and we keep our info clear and concise without getting too formal. Inclusivity is key, so we use language that welcomes everyone and celebrates the diverse vibes of the hip-hop community. And to keep it real, we add a touch of urban slang for that authentic streetwise flavor, making sure it's all easy to understand. In short, our brand tone is Witty & Playful, Conversational, Informative, Inclusive, and Streetwise.

Rock on sign

When it came to creating the logo for Shower Thoughts Radio, we tried a bunch of directions everything from vinyl records to playful soap mascots, inspired by the brand’s name. But nothing captured the rebellious, energetic heart of both hip-hop and radio culture like the classic “rock on” hand sign.

We took that timeless gesture and reimagined it through a modern lens abstracted, geometric, and unexpected. This fresh take makes the logo feel bold and instantly recognizable, while still nodding to the expressive energy at the core of music culture. The result is a mark that’s not only visually striking, but uniquely ours: flexible for motion, memorable at a glance, and packed with the attitude and inclusivity we wanted the brand to embody. The “rock on” sign stands out, sparks curiosity, and always brings the right vibe proof that the best ideas are often born from mixing legacy with experimentation.

Dynamic typography 

When we locked in the typography for Shower Thoughts Radio, we knew it had to be as dynamic and versatile as the vibe we’re bringing. Enter Fixture : a variable font that flexes with multiple weights and styles, perfect for matching the different moods and messages we’re throwing down. But we didn’t just stop there. We cranked it up by tilting the font 15 degrees, adding that punch of motion and urgency that’s pure hip-hop energy. This isn’t just type; it’s a whole vibe. It’s bold, adaptable, and ready to make waves—just like us. The tilt gives it that raw, unfiltered edge that makes sure our message lands hard and stays with you. All rights to the Fixture font belong to @sudtipos and its designer, @Alejandro Paul. We do not claim ownership and have credited the font accordingly.

Motion Identity

Bringing motion to a brand this wild was its own kind of freestyle—no boring, cookie-cutter moves. We wanted every animation to pop off the screen, true to Shower Thoughts Radio’s loud, witty, and humour-charged vibe. So we mixed in surprise entrances, bold pops, playful timing, and switch-ups you don’t see coming. It keeps everything in motion and everyone on their toes, just like a great beat drop. We layered in motion blur for that punch of speed and a bit of throwback flavour, while grainy textures keep moving non-stop, mixing the raw buzz of old-school graffiti with today’s crisp energy. Unpredictable, and alive.