Visual Identity + Website + Film Titles & Graphics + Book + Print & Digital Collateral
STUDIO LHOOQ developed the visual identity for NEW WAVE, a documentary exploring Vietnamese new wave youth culture, music, and rebellion in the diaspora. Inspired by 1980s aesthetics distinct to Vietnamese New Wavers and the spirit of cultural reinvention, we crafted a bold and dynamic design system that reflects the raw energy and emotional texture of the film.
The distinctive visual identity bridges past and present, serving as a powerful amplifier of the documentary's voice across every touchpoint. From the big screen to social media, digital and print collateral, and impact campaigns, the design ensures a unified, high-impact brand experience—amplifying visibility, driving audience engagement that draws audiences in, and deepens the film's cultural impact.
The companion publication—designed by STUDIO LHOOQ and published by the Los Angeles Public Library in partnership with Angel City Press—sold out its first edition within two weeks of release, underscoring the project's cultural resonance and the design's role in driving demand and visibility.
Documentary Film — Mile-high hair. Synthesized sounds. Teenage rebellion. Elizabeth Ai was on a mission to excavate an untold story of rebellious punks in the chaotic world of 80s Vietnamese new wave until she uncovered a hidden past.
