In 2015, when Xfm took the radical step to rebrand and relaunch the radio station, it needed to take a completely new approach to make sure this risky move would pay off.

After an intense period of research with the client the new brand, Radio X, was born. It was a fresh take on an eclectic mix of rock, indie and even comedy content. It launched with a new talent behind the microphone, plenty of spend behind the media and - most importantly - Lewis’s logo on the masthead.

The relaunch for the iconic rock and indie station includes a new logo, advertising, studio designs and digital communications. The brand is still going strong and has since added sub-brands such the Radio X Classic Rock station.