LVRCH- Visual Identity & Creative Direction
OVERVIEW
LVRCH (pronounced "lurch") is a metal band that explores themes of rebirth, ritual, and emotional catharsis. They needed a bold and immersive visual identity that matched the raw intensity of their sound and lyrics.
I was brought on to lead the creative vision and execution across brand identity, merchandise, social rollout, and photography art direction.
ROLE- Art Director & Visual Designer
I led the full branding process, from early concept development to visual rollout.
- Defined tone + visual language
- Built moodboards + brand system
- Designed custom logo + merch
- Directed social look/feel
- Shaped strategy for debut release
CONCEPT DEVELOPMENT
The name LVRCH evokes a sense of unease, movement, and bodily tension, like a “lurch” forward. The band’s music speaks to personal collapse and transformation.
I leaned into anatomical themes, Latin religious symbolism, and decay. Inspiration came from sacrificial altars, bloodline maps, and the feeling of something ancient being unearthed.
Moodboard snippets, early logo sketches, and type exploration formed the foundation of a ritualistic, gritty, yet deliberate visual system.
LOGO + IDENTITY SYSTEM
The logo is a custom wordmark built from jagged, altar-inspired forms. It references Latin type while feeling hand-carved and unstable, becoming a reflection of the band’s sonic energy. I went through many iterations to capture the gritty style the band represents.
I also created a set of secondary marks and visual motifs for flexible use across platforms and merch.
MERCH DESIGN
I designed a merch line featuring anatomical diagrams, harsh monochrome contrast, and distressed textures. Each piece tells part of the band’s story — decay, rebirth, exposure.
SOCIAL LAUNCH & PROMO
To support the band’s first release, I designed visuals for launch on social media, focusing on shadow, asymmetry, and power poses.
RESULTS
- Merch sold out in under 48 hours
- 300% increase in followers during EP release
- Featured in multiple underground music showcases
- Built a consistent visual language for all future releases
