Milwaukee Summerfest’s identity is centered around its iconic smiley face logo, representing community and summer fun for over 50 years. Its mission focuses on accessible live entertainment and celebrating the arts.

I was tasked with creating the brand system for 2027. Keeping the bold smiley face at the center of the identity, I expanded the brand through vibrant visuals, colors, and flexible design elements. Creating a refreshed system that celebrates summer culture and community.