ON THE SLY worked with the team at ALT 98.7 in Los Angeles to create a series of on-air branding pieces built around the station’s positionin: “LA’s New Alternative.”

The brief was to develop a set of idents that reflected the personality of the station and the culture of alternative music. Rather than traditional sung jingles, the approach focused on short, distinctive branding moments that felt playful, offbeat and unmistakably ALT 98.7.

Each piece delivers the station name and positioning line in a way that fits the character of the format – quirky, confident and slightly unexpected- helping reinforce the station’s identity between songs.

The result is a collection of branding idents that bring attitude and personality to the station’s output while keeping the focus firmly on the music.

ON THE SLY has continued to work with ALT 98.7 over a number of years, contributing to the station’s evolving on-air sound through ongoing branding and imaging work.