With the arrival of new General Manager, Rob Quicke, came a large rebranding effort to bring the station back to the forefront of FM programming in North Jersey. In 2008, WPSC rebranded to "WP88.7 Brave New Radio". The format remained very similar to the previous, mainly Indie Rock, Alternative Rock, and Punk with a deep focus in playing music from local and independent artists and creating programming that would never be heard anywhere else. Under the "WP88.7" moniker, the station launched its annual Braveathon, a 15-hour live broadcast supporting local musicians. "Braveology" was the station's flagship music show. Airing weekdays from 9am to 7pm, the format was labeled as WPSC's signature blend of music.