Capital Jazz Festival
Student Project
Background
The objective of this project was to create an idea for an original event and build a cohesive brand identity along with corresponding marketing material.
I decided to develop an idea for a jazz festival located in Ottawa. The only constraints of the project were pertaining to the date and time, itinerary and sponsor of the event. Additionally, the design had to be flexible so it could be reflected across various media.
I primarily used Adobe Illustrator, InDesign and Photoshop throughout the design process while also using After Effects to develop a promotional video for the event.
The Challenge
The challenge for the design process of this project was conveying such a vast and diverse genre of music into one brand identity. I wanted it to be refined yet evocative — soulful yet chic. Throughout the process, it was pivotal to ensure that the branding appealed to the target audience and ultimately met the event’s goals.
Additionally, I wanted to ensure that the brand had a life of its own and that it could be implemented seamlessly in any format to connect and deeply resonate with the audience.
Process
Final Product
The main design challenge was ensuring a solid brand identity and design system that appealed to the target audience and met the goals of the client. I chose a striking colour palette of red, black and white that would convey a sense of sophistication and passion.
I wanted the design to visually correspond with the spirit and atmosphere of the expansive genre. I opted to include the names of the many sub-genres of jazz so that audiences can explore the vast diversity and expression of the genre as a whole. Additionally, I incorporated the many instruments that echo the sentiments and sounds of jazz music.
My typography choices were heavily inspired by the evocative type on jazz album covers of the mid-century, which further echoed the emotions and feelings of the music. I chose a bold, modern Didone-style serif to encapsulate a nostalgic, sophisticated feeling and paired it with a simple sans-serif to aerate the composition. All in all, these elements appeal to the target audience while fulfilling the client’s business objectives.
Outcome
This project was quite a rewarding experience as it allowed me to strengthen my market research, illustration and visual storytelling skills. I also developed my organizational and time management skills throughout the process. It granted me the opportunity to work with a design system and navigate design solutions to ensure a sound end product. Feedback confirmed the effectiveness of the design system as a whole, noting the clear attention to detail and alignment with the client’s needs.
