branding / identity / ad campaign
Design Objective:
For the 63rd Annual Monterey Jazz Festival in Monterey, California, I was tasked with creating the identity system and campaign look. Drawing inspiration from the rich and dynamic history of jazz, I developed a versatile logo lockup designed to embody the festival's spirit while capturing the movement and energy inherent in jazz music.
Inspired by the classic Blue Note jazz aesthetic, I incorporated geometric shapes and bold typography as foundational elements. To evoke the playfulness and spontaneity of jazz, I introduced unexpected design elements within the typography, creating a sense of rhythm and improvisation.
My goal was to ensure that the branding felt colorful, memorable, and energetic—qualities synonymous with jazz. Recognizing that nothing about jazz is static, I designed the brand and its logo to possess unique looks and feels, dynamically shifting emphasis while maintaining a cohesive and recognizable identity. This approach reflects the fluid and ever-evolving nature of jazz, making the festival's branding as vibrant and lively as the music it celebrates
