As a pop music radio station, La X aimed to resonate with a younger audience by becoming the soundtrack to their lives. To bring this vision to life, I developed a campaign that visually depicted sound waves as expressions etched into people’s skin.

The print and TV campaign featured sound waves woven into expression lines, hand lines, and the spine, illustrating the deep connection between the listeners’ lives and the music they love.

Additionally, the campaign incorporated simple, impactful headlines, all centered around the letter “X” — it eXites you, Your eXistence, and Your eXpression — strengthening the brand’s connection to its audience.