Christopher Abarca

2022 / Apparel / Identity / Campaign

KTUH Radio System

A micro-brand and merchandise system created for KTUH Radio's 2023 fundraising and donation campaign.

KTUH fundraising campaign identity shown across a black T-shirt and typographic poster.
Role

Creative direction and graphic design

Client

KTUH Radio

Medium

Apparel, Merchandise, Campaign identity

Location

Honolulu

KTUH fundraising campaign identity shown across a black T-shirt and typographic poster.
01 The campaign system pairs a hand-drawn headphone mark with the line The Station That Loves You.
Front and back views of a black KTUH campaign T-shirt.
02 A quiet front hit gives way to the full campaign graphic on the back.
KTUH campaign poster with a red headphone illustration and station details.
03 The poster turns the campaign phrase into texture while keeping the station details prominent.

Visual system

Each project gets room for atmosphere, detail, process, and final work.

The project format supports a richer visual sequence, so each page can behave more like a designed story than a text page with one cover image.

KTUH campaign merchandise including mugs, caps, and circular stickers.
The micro-brand scales across a compact family of donor merchandise.

Brief

Create a micro-brand for KTUH Radio’s fundraising and donation campaign, then carry it across merchandise that supporters would want to keep using.

Concept

The phrase “The Station That Loves You” became the campaign’s voice. A loose headphone illustration, KTUH’s red-and-black palette, and repeated language gave the system the energy of independent radio without losing the station’s identity.

System

The system moves from a restrained shirt front to a dense back graphic, then simplifies for caps, mugs, and stickers. Each application retains the headphone mark, station name, and a version of the campaign phrase.

Outcome

The final family gave KTUH a distinct fundraising identity and a coordinated set of physical rewards for its donation campaign.

Image archive

7 selected visual moments

KTUH fundraising campaign identity shown across a black T-shirt and typographic poster.
01 The campaign system pairs a hand-drawn headphone mark with the line The Station That Loves You.
Front and back views of a black KTUH campaign T-shirt.
02 A quiet front hit gives way to the full campaign graphic on the back.
KTUH campaign poster with a red headphone illustration and station details.
03 The poster turns the campaign phrase into texture while keeping the station details prominent.
KTUH campaign merchandise including mugs, caps, and circular stickers.
04 The micro-brand scales across a compact family of donor merchandise.
Black and white mugs carrying the KTUH headphone mark and campaign line.
05 Black and white applications keep the red headphone mark recognizable.
Front and back views of a black embroidered KTUH cap.
06 The cap separates the station mark and campaign line across front and back.
Four circular black and white KTUH campaign sticker variations.
07 Circular sticker variations show the identity working in light and dark formats.

Related work

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