
2025
Branding
Dial FM
Helping residents of University City neighborhood navigate their community by staying well informed through a practical and supportive experience.
Timeline
5 Months
Role
Designer
Team
Ashley Yeboah
Stephanie Du
Sara Hall
Tools
Figma
Adobe Illustrator
2025
Dial FM
Helping residents of University City neighborhood navigate their community by staying well informed through a practical and supportive experience.
Timeline
5 Months
Role
Designer
Team
Ashley Yeboah
Mia Culterson
Tools
Blender
Adobe Indesign
Figma
Adobe Illustrator
Adobe Photoshop
Overview
Overview
Dial FM is a casual and nightlife open garage-styled restaurant located in Brooklyn, New York, featuring a live radio station that diners and listeners can enjoy both inside and outside the restaurant. Visually the restaurant has several elements that are callbacks to the 2000s era of advertisement along with the station itself delivering a curated blend of music spanning 90s classics to today’s modern hits, with collaborations from local musicians that add a fresh and dynamic touch.
Dial FM is a casual and nightlife open garage-styled restaurant located in Brooklyn, New York, featuring a live radio station that diners and listeners can enjoy both inside and outside the restaurant. Visually the restaurant has several elements that are callbacks to the 2000s era of advertisement along with the station itself delivering a curated blend of music spanning 90s classics to today’s modern hits, with collaborations from local musicians that add a fresh and dynamic touch.
Design
Design
Logo & Type
Logo & Type
The name Dial FM comes from the use of dials that are constantly used when using a radio along with the term FM to mimic a local radio station. The logo itself is inspired by a mixed blend of typography logos from old local news and radio stations from the early 2000s with the glowing green to add to the reminiscent colorful tone from branding of that time. There are at least a couple of variations of the logo, each one featuring somewhere within the restaurant’s branding. One version of the logo comes in a 3D Loop that patrons can see in additional advertisements for the brand.
The name Dial FM comes from the use of dials that are constantly used when using a radio along with the term FM to mimic a local radio station. The logo itself is inspired by a mixed blend of typography logos from old local news and radio stations from the early 2000s with the glowing green to add to the reminiscent colorful tone from branding of that time. There are at least a couple of variations of the logo, each one featuring somewhere within the restaurant’s branding. One version of the logo comes in a 3D Loop that patrons can see in additional advertisements for the brand.






Design
Design
Menu
Menu
What makes Dial FM super unique is its menu. The Menu was designed to imitate a CD Booklet that spans menu choices such as main dishes for casual patrons and late-night dishes for those who would like to eat later in the night, sides, a unique ray of alcoholic drinks that are named after songs either popular from the 2000s or distinctive to listeners after 2010, and among other several dish choices. The Menu also comes in a DVD case with a coaster that replaces a CD that patrons can use for their drinks.
What makes Dial FM super unique is its menu. The Menu was designed to imitate a CD Booklet that spans menu choices such as main dishes for casual patrons and late-night dishes for those who would like to eat later in the night, sides, a unique ray of alcoholic drinks that are named after songs either popular from the 2000s or distinctive to listeners after 2010, and among other several dish choices. The Menu also comes in a DVD case with a coaster that replaces a CD that patrons can use for their drinks.




Design
Design
Packaging
Packaging
Created in Blender using Octane’s Render Engine, Dial FM packaging is unique as it showcases various elements that make up the restaurant message of sending a musical atmosphere while enjoying delicious plates of food. While also keeping the radio station element of the Dial’s brand in Pick Up Packaging, which patrons can get from ordering online.
The alcoholic soda can of the restaurant mimics a mic with the top half being the biggest representation of that. Just below that material showcases the rest of the drink features with a green bar indicating the flavor of the drink, a dial in the middle turn all the way to the right showing off the intensity of the drink, and information about the drink materials afterward in Helvetica font. Just right next to the drink, is the Dial’s custom-to-go box displayed as a stereo with Dial’s actual station number at the top, along with the variation of the logo in the middle. The last packaging detail is a box that patrons will also get depending on the contents of the food order. The box itself is designed to look for one for one image of a cassette, with order numbers and a customer’s name on the Front Side of the box. Whilst the backside contains recommendations for a customer to listen to that change with each order.
Created in Blender using Octane’s Render Engine, Dial FM packaging is unique as it showcases various elements that make up the restaurant message of sending a musical atmosphere while enjoying delicious plates of food. While also keeping the radio station element of the Dial’s brand in Pick Up Packaging, which patrons can get from ordering online.
The alcoholic soda can of the restaurant mimics a mic with the top half being the biggest representation of that. Just below that material showcases the rest of the drink features with a green bar indicating the flavor of the drink, a dial in the middle turn all the way to the right showing off the intensity of the drink, and information about the drink materials afterward in Helvetica font. Just right next to the drink, is the Dial’s custom-to-go box displayed as a stereo with Dial’s actual station number at the top, along with the variation of the logo in the middle. The last packaging detail is a box that patrons will also get depending on the contents of the food order. The box itself is designed to look for one for one image of a cassette, with order numbers and a customer’s name on the Front Side of the box. Whilst the backside contains recommendations for a customer to listen to that change with each order.






Design
Design
Merchandise
Merchandise
For Merchandise, customers can buy enamel pins of the Dial Logo variation, alongside a customized shirt that showcases the three circle dots within the logo. They can also buy personalized stickers of elements of Dial’s branding like the restaurant’s custom coasters that mimic CDs and the D symbol in the Logo as well.
For Merchandise, customers can buy enamel pins of the Dial Logo variation, alongside a customized shirt that showcases the three circle dots within the logo. They can also buy personalized stickers of elements of Dial’s branding like the restaurant’s custom coasters that mimic CDs and the D symbol in the Logo as well.






Research
Research
Advertising
Advertising
Because of Dial FM’s personal commitment to keeping an approach of 2000s likeness within the brand. Most of the mockups along with the advertisement have a similar style to that of food advertisements within the era. The bus stop poster is the perfect example of this showcasing a personalized alcoholic drink can that can be purchased as a to-go order, with the gimmicky slogan of “Taste The Music” and “Now Only Playing At Dial Fm” to highlight the radio aspect of brand. Another additional advertisement can also be seen on taxis with a Logo Variation of Dial and the added slogan “Feast to the Beat” with a glowy blur to match the scenes of the Logo. Additional content of advertisement can also be seen on the restaurant’s own Instagram account, with features of merchandise and food.
Because of Dial FM’s personal commitment to keeping an approach of 2000s likeness within the brand. Most of the mockups along with the advertisement have a similar style to that of food advertisements within the era. The bus stop poster is the perfect example of this showcasing a personalized alcoholic drink can that can be purchased as a to-go order, with the gimmicky slogan of “Taste The Music” and “Now Only Playing At Dial Fm” to highlight the radio aspect of brand. Another additional advertisement can also be seen on taxis with a Logo Variation of Dial and the added slogan “Feast to the Beat” with a glowy blur to match the scenes of the Logo. Additional content of advertisement can also be seen on the restaurant’s own Instagram account, with features of merchandise and food.






Design
Design
Website
Website
Dial FM’s website consists of a homepage that shows a true mockup hero image of the brand’s packaging, with a header menu mimicking the rotation of a radio system that glows and turns when on a specific page of the website. It also consists of an about us tile, a condensed version of the menu where depending on what the customer would like to see on the menu has a dial on the side that will turn, and a slide of a restaurant’s live radio station and its featured hosts that patrons can immediately listen to when clicking Listen Now.
Dial FM’s website consists of a homepage that shows a true mockup hero image of the brand’s packaging, with a header menu mimicking the rotation of a radio system that glows and turns when on a specific page of the website. It also consists of an about us tile, a condensed version of the menu where depending on what the customer would like to see on the menu has a dial on the side that will turn, and a slide of a restaurant’s live radio station and its featured hosts that patrons can immediately listen to when clicking Listen Now.


Reflection
Reflection
Although a very difficult process, Dial Fm was a fun brand that I enjoyed working on. I got the opportunity to insert a personal interest of mine into a full-fledged brand with so much content that I worked long and hard on and will remember for awhile.
Although a very difficult process, Dial Fm was a fun brand that I enjoyed working on. I got the opportunity to insert a personal interest of mine into a full-fledged brand with so much content that I worked long and hard on and will remember for awhile.