Summer 2025 - WINNER

LEZHANG WANG

This project presents the visual identity design for Hang Him to the Scales, a New York–based band blending shoegaze, dream pop, and alternative rock with elements of Chinese folk tradition. The design challenge was not only to create a logo or a poster, but to establish a unified system spanning album artwork, concert posters, stage visuals, and live VJ performances, ensuring that every visual encounter resonates with the same aesthetic language. The band itself has emerged as a distinctive new voice in the Asian diaspora music scene, with performances at the National Cherry Blossom Festival in Washington D.C., the International Festival of Arts & Ideas, and key New York venues. Their work has been supported by a NYSCA Arts Grant and profiled in People’s Daily Overseas and RADII, underscoring their growing cultural impact. The identity draws inspiration from seal script typography, indigo dyeing, and the atmospheric textures of shoegaze. Through this synthesis, the visuals echo the band’s sound, layered, melancholic, and immersive, while building a consistent and recognizable presence across media.