Jazzfest — Cam Throgmorton

Jazzfest Music festival identity system

The New Orleans Jazz & Heritage Festival, aka Jazzfest, is an annual celebration of the city's rich cultural heritage, featuring jazz music, local food, arts, and crafts. This hypothetical rebrand mixes the passion and history of the city with the excitement and energy of jazz music to create a visual system that ehnaces the experience of the festival.

Logomark

For the new logo, I used a street map of New Orleans as a grid to construct the letterforms in order to create something that captured the spontaneous nature of jazz music. I chose to maintain yellow as the main brand color in order to pay homage to the hisoty of the festival.

Graphic Elements

Using the same city map as the logo, I created a system of abstract, graphic shapes that spoke to the feeling of jazz as well as ensured that the city itself was a deeply ingrained in all the designs.

Typography

I chose the typeface Burg as the primary type for the identity system. It has two styles, a condensed and an extended, which I used in tandem in order to capture the feeling of the music at the festival.

Posters

I combined the typography, graphic elements, color, and imagery to make a series of posters for the festival. I posterized the imagery and simulated an overprint effect to pay homage historical designs and printing techniques used in New Orleans. I also created messaging that was a combination of orignal phrasing and classic New Orleans slang in order to make the branding feel authentic to the culture.

Environmental

By bringing the identity out of the 2D and into the 3D, I wanted the feeling of Jazzfest to cover the city and the festival, allowing the audience to interact with it more and connecting the brand to the city even more.

Website

The website homepage uses the logo as a dynamic way-finding tool that allows users to quickly navigate to each page. It features pages that display festival information such as when and where each artist will be performing and allows for people to purchase items like tickets or merchandise.

Social Media

The social media page promotes upcoming events and performing artists as well as features photography of the festival and the city all taken by local photographers.

Mobile App

I created the mobile app with the idea to make the experience at the festival as easy and fun as possible. It allows for users to see who is playing that day as well as acess their purchased tickets, and view a digital map of the festival.

Music Visualizer

I used the coding software Processing to bring the visual elements to life in a music visualizer that could be accessed by festival attendees through the app as well as seen as stage graphics during musical performances.

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Cameron
Throgmorton

He / Him / His
Graphic Designer

Graphic Design
Illustration
Photography
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