How Sunny Side Up drew from David Carson’s editorial chaos to craft Co-Museum’s dynamic identity

Co-Museum is aiming to redefine the art landscape by offering asset-backed collectibles, where buyers purchase fractional ownership in underlying cultural assets. For Singapore-based brand agency Sunny Side Up, this mission to make art more inclusive and community-driven demanded a visual approach that would challenge traditional museum aesthetics while honouring the tactile nature of cultural heritage. The identity draws bold inspiration from the radical experimentation of 1990s Ray Gun magazine, where iconic art director David Carson redefined editorial design through chaos, deconstruction and emotional intuition over rigid grids. This connection emerged organically during the exploration phase. “We made a rubber stamp out of their old logo and started stamping it on paper, and the outcome was surprisingly refreshing,” explains Eugene Ling, Founder of Sunny Side Up. “There was a tactile, punk-like quality to it that reminded us of the 90s grunge aesthetic.” The Co-Museum wordmark functions as what the team describes as a “dynamic artifact” – smeared, stamped or ghosted into layouts like traces of cultural residue. This treatment transforms typography from mere communication tool into expressive texture, mirroring Carson’s approach of treating type as both meaning and emotion. “We wanted motion and various applications to be inspired by physical media,” shares Art Director Cherly. “It could be expressive brush strokes or the smudges from a rubber stamp. We wanted to merge digital and physical expressions together.”