For the 2024-2025 SUMA Sidekicks program, I had the opportunity to develop the brand identity and visual theme for the museum’s student program. The year’s theme, “Peace, Love, and SUMA,” was inspired by the psychedelic rock posters found within SUMA’s collection. I was drawn to the hand-drawn lettering, warped typography, and surreal imagery found throughout these posters and used those elements as inspiration to create a fun and engaging visual identity for the program.

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The goal was to capture the playful energy of the psychedelic era while still creating a cohesive brand that felt connected to SUMA. I designed a digital logo that allowed for easy use across different applications, while the rest of the identity leaned more heavily into the handmade feel of the inspiration. Custom lettering, illustrations, and bright colors helped bring the theme to life while creating a unique experience for students.

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To keep the program recognizable as part of SUMA, I balanced the bold, colorful visuals with the museum’s existing branding. This project included the logo, promotional posters, activity posters, a sign-up sticker, punchcards, and digital marketing banners used throughout the program.