A Digital Home for Perth’s Sound Alternative.
RTRFM continues to be the sound alternative for local music, arts, and culture in Western Australia.
RTRFM approached us with a simple goal: make music the hero once again. As former presenters and keen listeners, we were thrilled to do exactly that. Their new brand identity and website captures the spirit of RTRFM’s eclectic programming through a dynamic interface, making it easy for listeners to discover upcoming events, featured music, and archived content.
The project launched RTR2, a new 24/7 online radio station featuring rotating residents and on-demand content, alongside a merchandise range including limited edition shirts and bone caps. Technical highlights include subtle animations, responsive design, archive integration, and enhanced live stream technology.
The project earned global recognition, including The Webby Award for world’s best music website in 2025 (ahead of Apple Music and SoundCloud), Gold at the Indigo Design Awards, Australian Web Awards finalist status, and multiple PADC Skulls Awards. As RTRFM approaches its 50th anniversary, this digital foundation positions The Sound Alternative to serve Perth’s music community with a platform designed for growth, capturing younger audiences while honouring the station’s heritage since 1977.
Outdated UI & Brand Inconsistency
Dated design and fragmented visual identity failed to resonate with younger audiences or communicate RTRFM's unique position effectively.
Modern Design & Brand Strategy
Contemporary interface with unified branding that appeals to younger listeners while reinforcing RTRFM's distinctive "Sound Alternative" identity.
Legacy Systems & Fundraising Issues
Outdated infrastructure and poor donation experience created management difficulties and threatened financial sustainability.
Modern Tech Stack
Current technologies with optimised fundraising journey and intuitive backend, making updates efficient for all team members.
Limited Digital Reach
Weak online presence restricted audience growth opportunities, particularly among younger demographics who primarily discover content through digital channels.
RTR2 Digital Platform Launch
New digital arm designed to capture younger audiences, expanding RTRFM's reach through targeted online content.
