Following a successful brand overhaul in 2011, we kept the Jazz Fest party going with continued strategy and annual campaign design.
Nota Bene: We never just leap into design, even when we know we have our client's full faith and trust.
So after our initial campaign for the Saskatchewan Jazz Festival, before we ever played with another pixel, we took a step back to review our process, conduct more research, and to listen, learn and adjust our approach.
In 2012 and again in 2013, we tightened up our tactics and more aggressively targeted the younger, broader audience that Festival organizers had set their sights on. We struck a more precise balance and energy between type, color and photography—minor, but ultimately meaningful adjustments. Each year, ticket sales continued to rise. And then came 2014.
That year, we went in deeper, rearranging and refinishing design elements to give the Festival a hyperkinetic, almost futuristic edge. We nixed the saturated, solid colors of the past and went wild with a sexy gradient of cool tones, spacey blues and greens blending, breaking down boundaries and massaging the senses.
We again played with type and texture, creating seemingly infinite variations from just a few assets. Even the patterns we designed felt musical—here we see rhythm and strings; there we see reverb, a wall of sound.
The 2014 Sasketchewan Jazz Festival pulled in record-breaking ticket sales.
And the program! Oh the program. Every spread features a unique layout, created from various combinations of geometric forms and sonorous patterns, though we took care to ensure the reader never felt overwhelmed.
This collage technique translated beautifully to a large scale too. We designed billboards and massive posters, weaving color-treated photography into vibrant tapestries of pattern and type to command attention and draw the eye to all the right details while turning the volume all the way up to 11.