Building Hex & Muse

Creating an independent identity across podcasting, digital, social and print.

Hex & Muse is an independent creative project I founded and designed, exploring witchcraft, folklore, art history and the stranger corners of culture.

I developed the identity from the ground up, creating a visual language influenced by historical imagery, old books, religious iconography, print ephemera and contemporary editorial design. With subjects moving between mythology, witch trials, feminist art, film and practical witchcraft, the challenge was creating an identity flexible enough to change with each story while still feeling distinctly Hex & Muse.

The podcast sits at the heart of the project, with each episode researched, written, recorded and produced by me. I built the wider brand around it through the Hex & Muse website and Instagram, designing everything from episode artwork and editorial graphics to photography, typography and ongoing social content.

The visual world also extends into physical design through an original tarot deck, bringing the illustration and storytelling of Hex & Muse into a completely different format. Across all of these touchpoints, I’ve treated the project as one evolving creative world, with each new piece adding another layer to the identity.

Credits
Founder & Creative Director: Emily Esen
Brand Identity & Art Direction: Emily Esen
Design & Illustration: Emily Esen
Web & Digital Design: Emily Esen
Writing, Research & Podcast Production: Emily Esen