Reaching a New Generation
This project was all about getting people hyped for the 2024 Manitoba Jazz Fest! I wanted to create a campaign that spoke directly to a younger crowd (think 20-somethings with a love for music and a flexible schedule).
I dove deep into the Jazz Fest's social media pages to get started. Who were the folks commenting and engaging? Researching helped me understand who the "regulars" were and what kind of vibe might resonate with them.
While jazz offers a great deal of variety, I decided to focus on a vibrant and energetic aesthetic for the campaign. It was all about capturing that youthful spirit and excitement for live music.
One of the main challenges was incorporating my saxophone illustration into the designs. I loved the idea of text weaving around the musician, but it had to be readable, too!
Throughout the process, I experimented with different layouts and explored the rich history of jazz. Learning about the genre's roots helped elevate the final designs!
The final product included a mix of print and digital ads, like eye-catching Instagram posts and a landing page for the festival. My instructor especially liked how the designs evolved throughout the project, though he did suggest exploring a version of the illustration with a face. Overall, this campaign is an excellent example of using design to connect with a specific audience and get them excited about an event.
