For the 2025 edition of the Halifax Jazz Festival, the client approached me to develop a refreshed visual identity that would broaden the festival’s appeal and re-energize its brand presence. The goal was to create a look and feel that also resonates with a younger demographic, evoking the excitement, creativity, and community spirit of the festival. The brief emphasized moving away from traditional or overly literal jazz visuals, which were beginning to feel dated and limiting, while also avoiding abstract design directions that lacked a clear connection to the music and the cultural experience of the festival.

I developed a cornerstone illustration system to serve as the foundation for the new brand. Starting with hand-drawn sketches, I blended well-known Halifax landmarks, musical imagery and abstract, expressive elements to capture the energy of the event. I introduced a vibrant, sun-soaked color palette and a playful illustration style that’s approachable and contemporary, while still grounded in the spirit of the festival. The result is a refreshed visual language that celebrates the festival’s 40-year legacy while positioning it for the next generation of music lovers. The client was thrilled with the outcome and plans to carry this new identity forward into future festivals.