NEW ORLEANS JAZZ FEST
Brand guidelines, social media deliverables, poster series & mini-zine for New Orleans Jazz Fest, a music festival that takes place in New Orleans annually.
Project Overview
BRAND GUIDELINE - LOGO - SOCIAL MEDIA - POSTER SERIES - MINI-ZINE
Over the course of two months, I developed a rebrand project for an existing music festival called New Orleans Jazz Festival. The challenge was finding out how to restructure the brands current visual identity & to not only keep its current target audience but to also entice a younger Gen-Z generation to attend this specific festival. My solution + process started with research & putting together a SWOT analysis for Jazz Fest & from there I created a 10-page mini-zine, social media deliverables, poster series and a full set of brand guidelines that reflects the festivals attributes. Additionally, I redesigned the festival's logo, designed a new color palette & typography elements to give the festival a fresh, modern look.
CLIENT
Academic Project
ROLE
Individual Design
LOCATION
New Orleans, LA
YEAR
2022
About Jazz Fest
New Orleans Jazz & Heritage Festival promotes, preserves, perpetuates & encourages the music, culture & heritage of communities in Louisiana through festivals & other cultural + economic activities.
Logo Evolution
As part of the rebranding process, I took the festivals original logo & evolved it by updating the graphics, color palette & typography to be bolder, modern & more engaging, making it appeal to a younger target audience.
Primary + Reversed Logo
When redesigning the primary logo, I kept the design simple & timeless portraying the festival in an accurate way while being artistically balanced. The use of red & black is aesthetically powerful with reds association with power & positive energy combined with black's dark grounding force.
Logo Sizing
Web Colors
Color Palette - Deliverables
Color Palette
I designed a strong & simple monochromatic color palette that is used most frequently across the website & app screens. The primary black body copy color creates consistency & sharpness while the secondary monochromatic red shade compliments the logo & helps distinguish call to action buttons. Additionally, I developed a more dynamic & broad color palette used throughout my deliverable designs.
Typography
Social Media
I created two Instagram stories & 2 square posts that are strong, simple, eye-catching & straight to the point. The idea is for consumers to see the ads & to create a call to action to visit the Jazz Fest website for more information.
Poster Illustrations
Poster Series
I designed the poster series to incorporate dynamic & bold background colors, oversized custom graphics & minimal text. The powerful use of contrast, alignment, repetition & proximity helps to create a more memorable story that will make an impact on the target audience.
Mini Zine
To create the mini-zine, I used the poster series aesthetic as a starting point and incorporated repeated graphics and typography to maintain the overall story while introducing playful elements. I utilized Illustrator and Photoshop to create bold fonts and graphic shapes, and In-Design to layout the zine to feel like a collectible coffee table book with a balance of white space, contrast, and proximity.
