This visual journey into the depths of jazz continues to keep the festival at the forefront of international jazz.
Melb Int'l Jazz Fest
Campaign Identity
- Brand Strategy
- Brand Identity
- Brand Development
- Creative Direction
- Digital & Print Design
- Event Signage
- 3D & Motion
Coming out of the haze
As the world was plunged into isolation and uncertainty over the last couple of years, festivals and in-person events were impacted significantly, quite notably in Melbourne. The festival ducked, dived and reprogrammed on the fly in order to survive the last few years, doing a magnificent job in the process. But in 2022 it was time for crowds to once again come together to celebrate, dance, sing and smile. And it was a key objective that the festival brand evidenced and captured this emergence. With the team at Melb Int’l Jazz Fest we set ourselves the goal to build a brand that had an unforgiving energy, spirit and dynamism.
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Jazz, jazz and more jazz
In 2018 we began the journey with Melb Int’l Jazz Fest to own the word ‘jazz’ by unapologetically plastering it all over town – the numbers say it worked. In 2022 we continue this journey, building a new graphic language to capture audiences.
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Let’s dance
Music has many dimensions, the more you listen, the more you uncover. We worked with 3D2D to build a three-dimensional, moving, evolving and dancing brand. From each motion piece we derived a series of still images, giving the brand the flexibility to always reinterpret itself – much like jazz.
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With jazz continuing to fuse with new music it inevitably reaches new audiences, primarily a younger demographic. With this comes the expectation that the delivery of the festival needs to evolve with its audience. A clear focus for the 2022 festival was to build a stronger online presence, meaning we needed to ensure the brand was captivating, shareable and relevant. Working with the team at Common State we devised a digital strategy that allowed a flexible brand system to be rolled out. This resulted in a staggering 42% of the audience being first time attendees.
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Alexandra Murphy, MIJF Deputy CEO & Development DirectorNow in our fifth year working in partnership with Motherbird, we’re seeing the distinct visual rhythm of the festival identity lift even further, enabling us to build a bespoke yet structured and flexible brand that achieves the desired cut-through.