creative direction / identity system design
RDQLUS client and hip hop legend Ali Shaheed Muhammed (A Tribe Called Quest) was in need of a fresh face put on his NPR music & interview radio show, so he knew right where to return for the right treatment.
The online NPR platform categorized its shows by way of simple subject matter tags. The show hosted by Ali was simply dubbed "NPR Hip Hop." But when they changed their format and allowed the individual branding of shows this made for the proper opportunity to raise the bar. Ali had rightly chosen the name "Microphone Check" for the show's marquee.
A custom illustration blends letterform with subject matter, creating the new iconic "Microphone M" monogram. Coupled with stout typography in juxtaposition and the new identity has cred for both the "street" and the NPR faithful.