Case Study: YleX achieves a bold, youthful visual identity with Kokoro & Moi

Ylex builds a bold new visual identity with Kokoro & Moi for its 15–34 audience

The Finnish Broadcasting Company's youth-focused radio station YleX engaged the creative agency Kokoro & Moi to revitalize its visual identity. The challenge was to make the brand's visuals more exciting, bold, fun, and cool to better resonate with its core audience of 15 to 34-year-olds, while enriching the existing logo with new supporting elements, colors, and typography.

Kokoro & Moi developed a dynamic identity system using the letter "X" as its core inspiration. The solution featured a collection of ever-changing X illustrations, a bold color palette of black, pink, and white, and the clear typography of Helvetica Neue. This approach created a versatile, energetic, and recognizable brand experience that reflected the modern and diverse nature of the YleX media brand across all its touchpoints.

Ylex