Chum FM: Making Toronto Pop. CHUM FM, an institution in the Toronto radio landscape, was beginning to feel "old". The station needed to reclaim its position as a major player in influencing Toronto culture. Our simple but impactful rally cry, Make Toronto Pop, informed CHUM's new "Popification" VIS ID. The design vision took inspiration from the vibrancy of Toronto's street and music culture, and is an electrifying expression of pop music's influence on Torontonians.