Hexagon — Visual Identity & Campaign

Role: Art direction · Cover art · Social strategy · Campaign design

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Hexagon is a music label founded by Don Diablo.
When I joined as sole designer, the label's visual identity was built around a simple mechanic, the logo placed within objects and accessories but without a story around it. My work was to evolve it into something with more visual weight and narrative depth.

For the Old Generation I developed introduced a fashion and editorial sensibility, AI-generated models styled around the Hexagon identity,
with the logo as a recurring visual anchor.

The New Generation moved toward something more material and cinematic: textures and forms generated in Midjourney, shaped around the logo itself. More scenographic, built for the stage as much as the screen.

Each sublabel carries its own sonic and visual identity:
Hexagon — future house — stays cinematic and high-impact.
HΞXHIBITION — tech house — is built around objects sealed in plastic bags, as if preserved after some unnamed event.
Gen HEX — bass house — takes a different direction: retrofuturist and Y2K-inflected Typography, with neon colours and gradients

Beyond cover art, I built the full visual system for the label, templates, guidelines, and a repeatable workflow that allowed the team to maintain consistency independently. Every direction was designed to scale: the same logic applied across releases, sublabels, and formats,
so the visual identity could live beyond my direct involvement.

For Amsterdam Dance Event, I extended the identity into a dedicated campaign, translating Hexagon's visual language into a festival
context across social assets, typography-driven posters, and experimental merch concepts.

Tools: Midjourney · Weavy · Photoshop · Illustrator · Premiere Pro · After Effect

Hexagon
Old Generation

Before

After

Hexagon
New Generation

Before
After

HΞXHIBITION

Before
After

Gen HEX

Before
After

Social Campaign

Role: Art direction · Cover art · Social strategy · Campaign design

Each release had its own campaign structure, built around the cover art and extended across platforms.

For the old generation, I developed an AI-driven presave concept, a short video placing an "mp3 lost in the environment" of the visual world, released days before the official drop to drive saves on Spotify, Apple Music and beyond.
The campaign closed with a live performance video of Don playing the track.

Hexagon
Old Generation

G-POL & Answer - GIRLS - Presave

G-POL & Answer - GIRLS - AI Video

Live performance video — Don Diablo, Attitude

Social Campaign v.02

For the new generation, the approach became more systematic, key elements from the cover art or the logo itself, animated into a clean, minimal layout. The same logic applied consistently across all sublabels, creating a coherent visual rhythm across every release.

Hexagon
New Generation

HEXAGON

Don Diablo Release

HΞXHIBITION

Future

Gen Hex

Hexagon — ADE Campaign - Socials & Merch

Role: Art direction · Merch concept · Campaign adaptation · Motion

For Amsterdam Dance Event 2025, I developed a full creative direction for Hexagon's label night, celebrating the label's 10th anniversary.

The merch concept centers around the "X" graphic as a milestone marker, developed through AI-driven mockups and aligned with ADE's visual atmosphere. Although not produced, the full creative direction was explored and delivered.

In parallel, I adapted Hexagon's visual identity into a cohesive campaign system, reworking artist posters, lineup visuals and social assets into a unified language designed for both digital promotion and live contexts.

For the label night itself, I also developed a set of live screen assets. An idle animation of the logo, artist name displays, and a 10th anniversary visual. Although the screens weren't operational on the night, the full set was delivered and ready.

Tools: Photoshop · Illustrator · Premiere Pro · After Effects · Kling · Nanobanana

ADE
Merchandaise

First concept

Secondary concept proposal

ADE
Social Campaign

Poster Line Up

Single Artist poster

Marketing video for Social Campaign

ADE - Label Night
Live Screen Assets

Hexagon 10 Years

Idle Animation

Artist Animation

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