Liquorice Studio was engaged in 2012 to bring the Melbourne International Jazz Festival to life. Our aim was to communicate the vibrancy and uniting force of the Festival, which presented over 100 events featuring jazz royalty and rising stars. To everyone’s delight, 2012 saw the Festival’s most successful year to date for ticket sales.
Taking a modernist approach we created a bold typographic mark and a key graphic device. The device is representative of spiraling complex sound – at times fractured, multi-dimensional and layered. The device was created with flexibility in mind and rolled out to unify the myriad of artist imagery. In creating the key photography for the program cover, we looked to classic jazz sleeves and staged a live gig to capture the experience.
The brand was rolled out for print and online, and culminated in a citywide campaign bringing the festival to the streets of Melbourne.