Overview

When I joined 88.1 WBGU-FM, the station’s digital presence was little more than a static website with basic contact information. There was no live streaming, no blog, and no event listings. The branding had not been updated since the early 2000s and felt disconnected from the vibrant culture of the student body. DJ membership was thin, with only about 18 DJs active on the schedule, leaving plenty of time slots empty.

The anniversary year created both urgency and opportunity. Without change, WBGU risked fading into irrelevance. With the right approach, it could become a magnet for creative students and a respected media presence.

Over three years, I directed a rebrand that reshaped every touchpoint of the station. I rebuilt the website, refreshed the brand with a new visual system and even a mascot, and created a wide range of marketing collateral. I also helped establish partnerships that raised the station’s profile locally and nationally.

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The Problem

The primary challenge was awareness. Few students knew the station existed, and those who did often saw it as outdated. DJ slots went unclaimed, membership was stagnant, and events struggled to gain traction. The static website offered no reason for listeners or potential members to engage. Without fresh branding, engaging events, or a modern digital presence, the station lacked the energy needed to attract students, sponsors, and the community.

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The Solution

I led a comprehensive rebrand and digital transformation that gave 88.1 WBGU-FM new visibility and credibility. I designed and developed a new WordPress website that featured live streaming, a blog for student music writers, and a hub for event listings. The blog quickly attracted passionate student writers, which in turn opened doors for national partnerships with music festivals across the country.

Visually, I created a new brand identity that balanced fun and professionalism. We introduced a mascot, Randy the edgy unicorn, alongside a fresh visual system that carried across stickers, posters, shirts, banners, and social media. This branding helped recruit DJs, writers, photographers, and event staff, turning the station into a creative hub.

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The Process

Discovery
I began by talking with DJs, students, and alumni to understand what the station meant to them. The realization was clear: the station had energy and culture, but its branding and tools failed to capture it.

Design and Development
I rebuilt the website into a true media hub. Streaming was made central, events could be promoted online, and a blog gave writers and DJs a platform. The brand system was redesigned from the ground up, supported by hundreds of designs for events, merchandise, and sponsorship collateral.

Integration
To ensure campaigns ran smoothly, I created reusable templates and workflows. This made it easy for staff and students to maintain consistency across digital campaigns, physical collateral, and sponsorship outreach.

Rollout
The rebrand was launched ahead of the 70th anniversary to build momentum and ensure the milestone year would be a success. By the time the anniversary arrived, the station already had a refreshed identity, new merchandise, and an active digital presence in place. Concerts began selling out, memberships surged, and local businesses sought new partnerships and underwriting opportunities. I also trained student staff to maintain consistency, making sure the branding and systems would last well beyond the celebrations.

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Outcomes

• Membership increased by 300 percent, from 18 DJs to more than 90, with nearly all time slots filled
• Blog and streaming platform positioned WBGU as a serious media entity, leading to national partnerships with music festivals
• Sold-out concerts and events throughout the anniversary year
• Revenue growth from stronger partnerships and underwriting opportunities
• National recognition: BEA Honorable Mention for National Signature Station of the Year (2017) for strong branding, marketing, and design
• Branding, mascot, and marketing system remain in use today

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Conclusion

The rebrand of 88.1 WBGU-FM turned an underutilized student station into a thriving media platform. By building a modern website, refreshing the identity, and establishing repeatable systems, the project created growth that was both immediate and sustainable.

At a strategic level, the project demonstrated how branding and digital infrastructure work together to drive membership, revenue, and recognition. The results were seen in packed schedules, sold-out events, and national awards.

On a personal note, this project was a turning point in my creative career. I experimented, designed, built, and collaborated at scale while still in college. I learned what it takes to grow a brand from overlooked to celebrated, and I had the rare opportunity to travel and build connections with other creatives across the country. The lessons I took from 88.1 WBGU-FM continue to shape how I approach design, development, and brand strategy today. Long live Randy the unicorn.