Monument Lab, a nonprofit public art, history, and design studio, gathered a group of artists, activists, and thinkers for their biannual summit. The “School of Monumaking” guests were invited to imagine monument-making as a living classroom. 

In the spirit of iteration, play, and discovery, the identity evoked the childlike wonder that fills a kindergarten classroom. Think — organic shapes cut from construction paper, wobbly letters written by small hands, and exploring the many shades of the rainbow. This strategy came to life in many aspects of the identity, such as the vibrant color palette and the custom typeface made of organic shapes.

In collaboration with the Monument Lab creative team, I created a world that stretched across touchpoints — from social assets to web banners, from posters to programs, from t-shirts to totes, from signage to screens. The goal was to create an experience that welcomed playful collaboration and unabashed fun, achievable only through thoughtful strategy and intentional storytelling.

SERVICES:
strategy
brand identity
art direction
type design
digital design
print design
experiential design

ROLE + TEAM:
Ana Rice, design lead
Ashley Tyner, director of comms
Bella Rodriguez, project manager
Dina Paola Rodriguez, project manager
Elliot Waters-Fleming, associate designer
Jonai Gibson-Selix, designer
William Roy Hodgson, web developer

YEAR:
2026