Jazz Festival Identity

Music Festival Identity, Support Materials, and Environmental Signage

This Project was a Collaborative Effort
STUDIO: Firebelly | 2011 DESIGN TEAM: Nick Adam + Will Miller + Darren McPherson
2014 DESIGN TEAM: Nick Adam + Ross Burwell + Colleen Tracy
CLIENT: The Saskatchewan Jazz Festival Inc.
I believe most designers begin their carreers with a dream to work on music projects. During my time at Firebelly I've been I've been fortunate enough to work on the designing of a music festival every year.
The first year, 2011, was a collaboration directed by Will Miller, with Darren McPherson, Colin White, and myself. The following 5 years, I lead the project with a rotating group of collaborators: 2012 DESIGN TEAM: Nick Adam + Tami Churns, 2013 DESIGN TEAM: Nick Adam + Will Miller + Greg Calvert, 2014 DESIGN TEAM: Nick Adam + Ross Burwell + Colleen Tracy, 2015 DESIGN TEAM: Nick Adam + Brian Rau + Chris Givens, 2016 DESIGN TEAM: Nick Adam + Will Miller + Tyler Deal
PROJECT CONCEPT:
The SaskTel Saskatchewan Jazz Festival is one of Canada’s largest music festivals, occurring annually since 1987. Though its roots are distinctly jazz, today’s festival lineup includes more diverse artists, like St. Vincent, De La Soul, and Lauryn Hill.
For the past five years I have led this project, striving to maintain the connection to its jazz past while constantly evolving its look establishing contemporary cross-genre relevance. This identity system includes the designing of festival programs, passes, stage and environment banners, billboards, a mobile app and artist posters. 

Each year, a new iteration is created based on its core identity pieces we established in 2011 of color blocking, image treatment, and type style based upon letterpress lockups.
The 2014 evolution came in the form of patterns designed to less natural and more methodical resulting in a graphics that feel musical—reflecting rhythm, reverb, staccato, and strings. 

By intentionally layering image, pattern, and type, we emphasize the depth of experience that can be felt in attendance of the festival. In contrast to the bold solid colors we have used in the past, we developed a manner to employ gradients beyond a color field, to better express the range of performers while blurring lines between these distinctions to unite them on this stage.
Project Deliverables: 
Branding, Identity System Design, Creative Direction, Signage, Advertising Campaign, Poster Series, Program Guides, Pass System, Collateral, Graphic Design
This Project was a Collaborative Effort:
STUDIO: Firebelly | CLIENT: The Saskatchewan Jazz Festival Inc.
2011 DESIGN TEAM: Nick Adam + Will Miller + Darren McPherson
2012 DESIGN TEAM: Nick Adam + Tami Churns
2013 DESIGN TEAM: Nick Adam + Will Miller + Greg Calvert
2014 DESIGN TEAM: Nick Adam + Ross Burwell + Colleen Tracy
2015 DESIGN TEAM: Nick Adam + Brian Rau + Chris Givens
2016 DESIGN TEAM: Nick Adam + Will Miller + Tyler Deal