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.