"Tommy Spitters, Wonderhood's design director, took inspiration from Soho Radio's original office to create this fresh look. "Behind the DJ booth they had chalkboards where each DJ had written their own name, creating something like a logo for themselves," he tells It's Nice That. It was this collaborative chalkboard led to Wonderhood Design's core idea - a bespoke tech tool that curates a freeform ecosystem, allowing each DJ to create their own visual world."
"Chaos is in and clean is out for Soho Radio. The team met the main design ask, to build something that clashed visually but worked together "to form something bigger than the sum of their parts", says Tommy. The bespoke tool works by feeding in images of the DJs, with applications like texture, scale, cut, and re-positioning for the images, before randomising shapes and gradients from an inventory of assets to produce custom backgrounds."
"Tommy says: "There are 12 shows on Soho Radio every day of the week so they need to produce a large number of unique assets." Each output can then be translated smoothly across web, app, and social, even including room for animation. To meet the demands of such a fast-paced environment like broadcast radio, this tech tool provides the ease whilst also offering scope for experimentation. This fine balance of flexibility and restriction ensures a system where consistency and taste can work in tandem."
Wonderhood Design developed a bespoke generative design tool inspired by chalkboard name marks in Soho Radio's original office. The tool ingests DJ images and applies texture, scale, cut, and re-positioning, then randomises shapes and gradients from an asset inventory to generate unique backgrounds. Users can select typography and colour palettes, and outputs export across web, app, social, and animation. The system supports high-volume production for the station's 12 daily shows while maintaining visual cohesion. The workflow balances freedom and constraints to ensure consistency, rapid iteration, and room for experimentation.
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