Every summer since 1987, the SaskTel Saskatchewan Jazz Festival has descended upon the small town of Saskatoon, attracting more than 85,000 devoted fans for more than a week of outdoor music, food and celebration.
After two decades, Festival organizers wanted to spread their wings to attract a younger, diverse audience with contemporary tastes, inviting artists like De La Soul and Macy Gray to share the stage with more traditional jazz fare.
Our job then was not just to design the 2011, 25th anniversary campaign, but to introduce a pretty significant and momentous brand overhaul that would capture new interest without alienating the Festival's loyal, longtime fanbase.
We didn't want to blow up the entire brand and risk losing Jazz Fest's core audience, so we looked for opportunities to maintain key aspects of their longtime identity and revitalize, rather than eliminate, them.
We updated type and introduced new layers of eye-catching patterns and vibrant color. More playful composition helped imbue the Festival with a fresh, sprightly energy, which we applied across the entire system, designing posters, lanyards, programs, billboards, media spots and a mobile app.
The Festival's revamped line-up and piping hot new look helped drive a 60% increase in ticket sales over the next two years. Not too shabby.