The original brief was to design a brochure for the Melbourne International Jazz Festival (MIJF). The copy and logo were supplied courtesy of MIJF. I decided to extend this brief by re-working the existing logo and designing the subsequent branding and collateral material to complete the identity.
The contemporary festival design is intended to encourage a younger target audience to attend a jazz festival – those who may not usually listen to jazz music. The vibrant colour palette was chosen to reflect the feel good feeling of jazz music. The existing logo was adapted by reversing the typography from a solid background. The counters of the letterforms were used to create a pattern of shapes. The pattern is randomised to reflect the fluidity, movement and layered nature of live jazz music.