As Forbes Brasil expanded into radio, they sought to create a cultural companion appropriate for the next generation of ambitious listeners. Aruliden partnered with Forbes Brasil to define Forbes Radio, bringing together inspiring success stories, world-class leadership, and timeless music.

Inspired by both hustle and well-earned relaxation, the station needed to find footing in both the hype-up and the wind-down for Brazil’s most successful entrepreneurs and those who aspire to join them. The brand platform, “The Soundtrack of Success,” is anchored in the belief that the right song at the right time can elevate any moment. To bring it to life, we balanced the authority of the Forbes master brand with the energy and emotion of Brazil’s music culture.

We developed a system rooted in expressive typography, Forbes’ classic red, and three key graphic devices. Just as Forbes platforms successful individuals, Radio Forbes follows suit by putting iconic and timeless artists at the focal point through the “centerfold” framing device. The abstract “jukebox” type and image treatment nods to the always-on nature of radio. Lastly, the “waveform,” inspired by rhythm and repetition, is applied both in a rippling video format and a more literal graphic gesture, reminiscent of Rio de Janeiro’s Copacabana pool tiles, nodding to the brand’s Brazilian roots.

Designed to work with found imagery provided by music artists, color and image treatment create consistency across the brand. Full color images to archival black and white, to vivid red duotone overlays anchor the brand across real life applications and the web and app interfaces where the station is broadcast.