New Sonic Identity

Capital XTRA commissioned ON THE SLY to create a new sonic identity that reflects the station’s bold, contemporary music culture.

The brief was clear: develop a recognisable musical signature that feels current, confident and rooted in the sound of the playlist. We created an original motif and supporting elements designed to cut through across imaging and branded moments, giving the station a stronger and more cohesive on-air presence.

The result is a clear, modern sonic identity that reinforces Capital XTRA’s position at the forefront of urban and contemporary music.

The same musical discipline underpins our work across broadcast and live experiences internationally.