BOBBY HSIUNG, HSIUNG®, Visual Identity, 2025

HSIUNG®, Visual Identity, London





Info, Credit:HSIUNG is an independent art practice and queer cultural platform based in London. Working across jewellery, image, performance and exhibitions, it explores sexuality, desire, gender and power from an East Asian perspective. Rooted in the founder’s experience of growing up in a culture where desire is often subdued and identity left unspoken, the practice transforms intimate experiences into objects and images. Sculptural jewellery reinterprets bodily traces and sexual symbolism as wearable forms, while exhibitions and artistic collaborations extend these explorations into a shared space for queer expression and cultural exchange.

The visual identity centres on a bold typographic wordmark, supported by saturated red, black and metallic tones. Campaign art direction places the relationship between jewellery and the body at the centre of the imagery, using intimate portraits, bodily gestures and close details to explore how each piece is worn and experienced. Distorted reflections and contrasting light introduce tension and ambiguity, while concise statements give the brand a direct, provocative voice. Across the website and digital communication, product imagery, campaign photography and written manifestos connect the physical objects with the ideas behind them, carrying the practice’s exploration of desire and identity through its visual presentation.

Visual identity and graphic design by Bobby Zhaocheng Xiong.
Details (8)

BOBBY HSIUNG

Upcoming: 

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Previously: 

         Art
After Eden, 2026, The Crypt Gallery, London●
LOLLIPOP for HSIUNG®, 2025, London○
DROPS for HSIUNG®, 2025, London●
Prophecy, 2024, London●
our slanted. deserted. pursuit, 2024, hARTSlane, London●
Mutual Metaphor, 2023, London●
Monument, 2022, London●
New Deity, 2022, London●
Flower, 2022, London●

         Design
THE EEL PROJECT, Visual Identity, 2026●
HSIUNG®, Visual Identity, 2025●
Lighthouse Art, Visual Identity, 2024●
Musicians in the UK, Visual Identity, 2024●
S**tboo Studio, Visual Identity, 2023●
XIAN Dimension, Visual Identity, 2021●Founder of HSIUNG® and THE EEL PROJECT CIC, 
aka Bobby Zhaocheng Xiong, 
based in London

Artist, curator and multidisciplinary designer whose practice spans interactive installations, digital media, moving image and visual communication. Drawing on East Asian cultural references and speculative technologies, his art explores spirituality, posthumanism and belief systems through immersive environments and participatory experiences. With a background in computational arts and industrial design, his design work extends across visual identity, photography, print and exhibition environments, bringing together digital experimentation and physical production. His work has been presented at the V&A Digital Design Weekend, Creative Machine and the 100+ Asia Art Season, and he was shortlisted for the Lumen Prize.

CV
bobby@hsiung.co.uk
@zchsiung

© 2026