About the Festival
Every summer since 1987, the SaskTel Saskatchewan Jazz Festival has descended upon the small town of Saskatoon, attracting more than 85,000 devoted fans for more than a week of outdoor music, food and celebration.
After two decades, Festival organizers wanted to spread their wings to attract a younger, diverse audience with contemporary tastes, inviting artists like De La Soul, Macy Gray and Tegan & Sara to share the stage with more traditional jazz fare.
Our job was not just to design the 25th anniversary campaign, but to introduce a significant and momentous brand overhaul that would capture new interest, anticipate the Festival's visual future and not alienate the loyal, longtime fanbase.
Looking for opportunities to maintain key aspects of their longtime identity, we revitalized and systematized, rather than removing and eliminating fundamental campaign aspects.
We created a system of typographic hierarchies and introduced new layers of eye-catching, conceptual patterns alongside vibrant color. More playful composition helped imbue the Festival with a fresh, organic energy, which we applied across the entire system, designing posters, lanyards, programs, billboards, media spots and a mobile app.
The Festival's revamped line-up and fresh new look helped drive a 60% increase in ticket sales over the next two years.