Hexagon — Visual Identity & Campaign

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

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Hexagon is the music label founded by Don Diablo.

When I joined as the sole designer, my role was to evolve the label's visual identity into a scalable creative system while maintaining a strong artistic direction across every release.

Challenge
The existing identity relied mainly on placing the logo inside different objects. Each release required large amounts of manual work, making it difficult to maintain consistency while producing 3–4 releases every week.

Solution
I redesigned the visual language around three key pillars:

Old Generation — introducing fashion-inspired art direction, AI-generated editorial imagery and a stronger narrative around the Hexagon logo.
New Generation — evolving the identity into a cinematic, material-driven system where textures, forms and environments were generated around the logo itself.
Sublabel Identities — creating distinct visual directions for Future House, HEXHIBITION and Gen HEX while keeping them recognisably part of the same brand.

Beyond individual artworks, I built a scalable visual system including templates, guidelines and repeatable workflows, allowing the team to produce consistent campaigns across releases, social media and marketing assets.

The same approach later expanded into Amsterdam Dance Event, where I translated the identity into campaign assets, typography-driven posters and experimental merchandise

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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