When Liverpool heavyweights Loathe announced their Fall 2025 North American headline tour, the stakes were incredibly high. This was their first major Stateside run since their critically acclaimed 2020 record, I Let It In and It Took Everything, and nearly every date was completely sold out. A tour this monumental required merchandise that matched the raw, atmospheric intensity of the band’s live performance.

Operating under my studio alias, Viable Psyche, I was brought in to direct and produce exclusive show posters for two pivotal stops: the massive Halloween show in Nashville and the Concord Music Hall takeover in Chicago. Designing for the modern metal scene means you can’t just slap a logo on a page; you have to architect a visual aesthetic that feels as aggressive and immersive as the music itself.

The goal was to create something the fans didn’t just want, but absolutely needed to own. When the prints hit the merch tables, they immediately caught fire with the audience. By translating Loathe’s heavy, cinematic brand into limited-edition physical assets, I didn’t just give the fans a cool commemorative piece of art—I delivered a high-converting retail product that drove serious nightly revenue and elevated the tour’s overall merchandising ecosystem.