Jazz by the Bay is an annual event which features a weekend of Jazz in Dunsborough on the Geographe Bay, and a number of the Cape’s other iconic locations. Initially requested to assist in creating a suite of brand collateral positioning, and increasing the professionalism of the event, thebox was requested to offer a design recommendation which reflected the excitement and vibrancy of jazz and its allied music components.
The Coordinators required a brand which projected sound, music and entertainment – a cacophony of musical flavours. Used in posters and publications distributed in the metro area, the brand was required to work on banners and used at each of the events plus on a number of material projections. A website with the full program and information on the event was also required to take the event into the future.
Jazz is a highly structured yet chaotic sound. Within this dichotomy, the thebox crew found the idea of visualising the rhythm, mood and deep sophistication through a stack and overlay technique. Using styles and tones reflecting the traditional jazz era, the team developed a visual depiction of the sound which would demonstrate the finger snapping feel when viewed. We wanted to make the consumer embrace the feel and play the music in their mind.
The icon used is a visual interpretation of jazz music, portraying musical projection and multi-layered sounds. Using colours and styles which reflect the genre, the design offered a contemporary and more edgy tone while keeping an energetic, dynamic voice. The typeface was inspired by vintage jazz posters in both colour and style. The brand had to work with the City of Busselton branding colours while possessing its own distinctive flavour. With a need to appeal to a wide range of genres, styles and inter-generational demographics, due to the scope of events and activities offered over the festival weekend, the brand required a high level of flexibility.
The Last Word
Having designed the branding to offer a timeless appeal with solid foundations the brand and its collateral can now be executed effectively, with continuity in the years to come. In use for the first time during 2014, it proved to help attract a larger audience and inspired a greater awareness for the future.
What We’ve Done
- Brand Development