Hagen is a fictional band developed as a concept project focused on visual identity, branding, and storytelling in the music industry. The concept imagines Hagen forming in Philadelphia in 2019 when three Temple University art students discovered a shared passion for music. Influenced by bands like Title Fight, Deftones, and Sunny Day Real Estate, they began creating music and building their aesthetic.
In this project, I designed a full range of assets to support the band’s imagined rise. This included EP artwork, gig posters, social media content, and merchandise for early local shows and a self-booked Midwest tour. The visuals reflect a raw, DIY tone that evolves as the band gains momentum.
In the fictional timeline, Hagen signs to Run For Cover Records and releases their debut full-length album Take Risks & Make Plans in 2020, followed by a national tour. I developed the album art, promotional materials, and tour branding to capture this pivotal stage in their story.
By 2024, the band releases a self-titled follow-up album that gains critical acclaim within the midwest emo and post-hardcore scenes. The project concludes with design work for a European tour, showcasing a more mature and globally aware brand identity.
This concept allowed me to explore music branding across multiple phases of an artist’s growth, highlighting my ability to create consistent, immersive visual systems rooted in narrative
