Jazz at Lincoln Center
Brand Evolution & Digital Strategy
The Objective
To modernize the visual narrative of the world’s premier jazz institution while honoring its rich heritage. The challenge was to create a cohesive, high-end brand identity that would resonate with a new generation of listeners without alienating the core audience, specifically across the seasonal rebrand and the digital flagship, jazz.org.
The Creative Execution
The work required a "ground-up" approach to the JALC visual ecosystem, spanning photography, video, and web architecture.
Digital Transformation
Led the comprehensive redesign of jazz.org, prioritizing a mobile-first user experience that streamlined ticket sales and education resources while showcasing high-resolution performance media.
The Result
The digital and print overhaul resulted in record-breaking engagement on the new web platform and a revitalized brand presence in the New York cultural landscape. The project successfully transitioned JALC from a traditional performance space into a living, breathing digital media hub.
Live concert season campaign
High-contrast, high energy. For the JALC Live Concert Season, we positioned legendary artists as modern icons. Through striking photography by Kwaku Alston and modular design systems, I created a cohesive visual narrative that lived everywhere—from the annual Season Book, microsite, video, experiential in-venue signage and design to outdoor advertising and subway takeovers across NYC. It’s more than a concert; it’s a cultural landmark.
Visual Identity and branding
High-end rebrand to resonate across the seasonal campaigns and the digital flagship, jazz.org.
Redesign of jazz.org
Jazz at Lincoln Center Education
Jazz at Lincoln Center Education
Jazz for Young People-Brownsville, NYC
Mission-Driven Storytelling
Creating a visual voice for JALC’s educational initiatives through short-form documentary and narrative film. These pieces highlight the organization's work in bringing world-class jazz pedagogy to classrooms and community centers across Brooklyn and beyond.