The cult London station unveils its first full rebrand, alongside a new app and DAB expansion, as it sets its sights on one million weekly listeners and puts its community of DJs at the heart of the brand.
Independent radio station Soho Radio is celebrating its tenth anniversary with a new look and an ambitious goal. The station has recently launched a brand-new app, expanded into DAB, and unveiled a refreshed identity by Wonderhood Design, all part of a mission to reach one million listeners a week.
It marks a major milestone for the station, which began life in 2014 from a small studio on Great Windmill Street. In the decade since, Soho Radio has built a cult following by championing music and subculture without compromise, refusing to sound like the rest and treating music taste as an ever-evolving journey. The idea has always been that radio shouldn’t just deliver what you already like, but also introduce you to the unexpected.
The new identity reflects that spirit while setting the brand up for the future. It retains the soul of the original wordmark but surrounds it with a more flexible and digital-first visual system that captures the station’s freewheeling energy and deep roots in music culture.
It’s defined by clashing graphics, lo-fi textures, and design details inspired by the chaotic layering of band stickers. Even the merch gets in on the act, emblazoned with slogans like “Ears wide open” and “Go off track”, which serve as rallying cries for anyone who wants their listening experience to stay unpredictable.
“For us, it was clear from our very first meeting with Soho Radio that they shared our drive to do things differently and a deep passion for the Soho community,” says Tommy Spitters, design director at Wonderhood Design. “We wanted to future-proof their brand, keeping it relevant to their loyal audience while opening the door to new listeners.”
At the heart of the new identity are the DJs, musicians, producers, and tastemakers who create the diverse and dynamic sounds that make Soho Radio what it is. Wonderhood Design wanted the new system to give them room to express themselves, so they built flexibility into its core.
“Because Soho Radio’s wide community of DJs is a huge part of their DNA, it was important to us that the DJs had room to tailor their artwork to represent them,” Tommy adds. “This was at the heart of all our decisions, working to produce a flexible identity which also embodied the brand’s energy.
“At its core, a new logo that nods to the original while pushing it forward; a bold symbol of Soho Radio’s distinctive sound and energy.”
Wonderhood Design has also built a bespoke tech tool that lets producers and DJs create their own show assets. They can choose colour palettes, fonts, and image treatments that reflect their individual style, building an identity around the very community that gives Soho Radio its unique flavour. It’s a shift that empowers the people behind the shows and ensures the brand remains as diverse and exploratory as the music it broadcasts.
Dan Gray, founder of Soho Radio, says the redesign represents the start of “an amazing new chapter” for the station. He adds: “With a new app and website design by Wonderhood Design, featuring a fresh identity and dynamic tools for DJs to create their own assets through a wide range of designs and colour palettes, we’re kicking off an amazing new chapter.
“Plus, the ‘sticker’ design aesthetic is perfect for the station – bold, fun, and incredibly sticky!”
The overhaul also extends to the digital experience. Until now, the Soho Radio app was little more than a simple holding page to play the live stream.
The redesigned version transforms it into an immersive listening hub, complete with a deep archive of shows and the ability to explore the full breadth of genres that the station covers. It’s all designed to encourage listeners to go beyond the familiar and discover something new.
