We were asked by Nelonen Media to design and launch a new radio station aimed at a young, social media -savvy audience. To introduce a radio for the digital age, we build the station’s identity around a medium familiar to the target group: animated GIF loops. With a hint of irony towards the ‘mainstream hits’ concept, it was also aptly named ‘Loop’. In the launch campaign for the radio was an internet audio stream gif.loop.fi – a site illustrated with over 70 three-second looped animations. The listeners could pitch in by adding their own GIFs. These “loops” can also be synced to the beat using a trackpad or a touchscreen.