My thesis project explores the visual and typographical elements of the “Chicha” Art Movement in Peru during the 1960s, while examining the history behind its surge and how important and representative it is of Peruvian culture. In this exploration, I will be creating a series of designs including a typeface, posters, and editorial pieces inspired by the Chicha Art style, which embraces different characteristics of Peruvian culture. Moreover, I will analyze the events that led up to what Chicha is today, how it has evolved over time, and most importantly how it has integrated into society, taking into consideration the discrimination and social constraints of Peru's capital city, Lima. This topic is of special interest and importance to me because it speaks about my own identity as a Peruvian; what characterizes us, how we communicate our ideas creatively, and how we can make an impact and inspire others around the world. Chicha has always been present throughout my life, from my early childhood when I saw the colorful posters pasted on the street walls, and heard the Cumbia music playing on the radio. Therefore, I want to convey the importance and uniqueness of this culture and movement, as well as the impact it has on Peru and the world.