A digital home for Perth's sound alternative

CLIENT

RTRFM 92.1

SERVICES

• Web Design
• Web Development
• Branding
• Graphic Design
• Web Support

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.

PROBLEMS

Outdated UI & Brand Inconsistency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Outdated infrastructure and poor donation experience created management difficulties and threatened financial sustainability.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.

“We’re so grateful for The Start’s collaboration on RTRFM’s new website; they took our brief to make music the hero once again and developed something so fresh and innovative. It sets the stage for the unveiling of RTR2, which is such an exciting expansion of what RTRFM does, and what our amazing presenters and curators have made since 1977. We couldn’t have taken this next step without The Start’s team.”

Simon Miraudo

General Manager, RTRFM 92.1

Technology

• Framework: Timber & Alpine
• Database: MariaDB
• Sound API: Howler JS
• Design: Figma
• Language: Twig & Javascript
• CMS: Wordpress