HIGH HI - NOONDAY DEMON

Noonday Demon is High Hi's third album. Released on PIAS in January 2026, the record finds the Antwerp trio (Anne-Sophie Ooghe, Dieter Beerten and Koen Weverbergh) stepping deeper into a sound that floats between dreamy shoegaze, angular post-punk and hook-driven indie pop. The album's 12 tracks, clocking in at a tight 40 minutes, were described by the band as short moments of happiness delivered like a soundtrack for a world full of cynicism. For the visual identity, Haste aimed to capture that same duality, beauty with an edge, warmth with unease.

The centrepiece of the visual world is the "Noonday Demon" itself, our office dog, Stevie,  photographed mid-stride on green grass with angel wings grafted onto its back. This image appears across the album cover, the pink vinyl pressing and the CD artwork, all featuring a lush green palette and scattered neon iconography that references each track.

Those icons, a grid of glowing, pixel-art badges featuring cryptic symbols and numbers, form a kind of visual language that runs through the entire package. They're playful and cryptic at the same time, echoing the cryptic yet heartfelt nature of the lyrics. Also a fun element turned into band merch!

The video content takes things further: "The Show" unfolds like a short film, with the band members interacting with surreal characters like a vintage doll reflected in ornate mirrors and a helmeted figure against apocalyptic red skies. It's cinematic storytelling that feels right at home alongside the music.

This project holds a special place for Haste. Dieter, co-founder of the studio, is the drummer of High Hi. So working on Noonday Demon wasn't just a client project; it was helping bring our friend's art to life. That closeness gave us the freedom to push the visuals in bold directions, from the angelic winged dog to the dystopian video sequences, all while keeping the core identity warm and inviting. It's what happens when the line between work and passion disappears!