Attracting a younger audience to jazz music was a big part of the brief in revamping the identity and marketing materials for the 26th Annual TD Victoria International Jazz Festival. Our approach was to replace the identity with a more contemporary wordmark and then take what is considered a rock music 'icon' of a guy playing air-guitar as a visual metaphor for expressing improvisation. This graphic concept allowed us to develop a suite of images designed to appeal to a more youthful market. The 2010 Festival line up will appeal to aficionados who love jazz through such names as George Benson but will also intrigue a younger audience with avant garde crossover music by emerging stars like Meshell N'degeocello. The Jazz Festival runs from June 25th to July 4th. For tickets and other information visit www.jazzvictoria.ca

Identity

Program Cover

Poster 1

Poster 2

Poster 3

Street Banners

Masthead 1

Masthead 2