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.
Wadada Leo Smith-America's National Parks
A cinematic translation of a masterpiece. This performance film utilizes live video synthesis and historic montage to explore the intersection of nature, culture, and civil rights. A powerful, wordless suite that conveys the vastness of the American landscape and the intimacy of the musical moment with live visuals created by video artist Jesse Gilbert blending live footage of the five-piece band with historic imagery in a powerful and collaborative vision.
Motion design
Every frame is crafted with purpose. By blending hand-drawn artwork with modern animation techniques, I bridged the gap between JALC’s historic roots and its future as a digital media hub.
The Big Blind, a live jazz radio drama. An homage to the noir period of the forties. Artwork by Molly Crabapple.
Teaser for the tribute concert celebrating jazz legend Danny Barker.
John Mayer-I’m Gonna Find Another You. Lyric video with artwork by Rebekka Dunlap
Tedeschi & Trucks-I Wish I Knew How it Would Feel to Be Free. Lyric video for the civil rights anthem with artwork by Steven Wilson
Betty Carter-The Music Never Stops
The Music Never Stops is a live album by the American jazz singer Betty Carter. Featuring a blend of original material and standards, it was recorded on March 29, 1992, at Aaron Davis Hall in New York City, as part of one of Jazz at Lincoln Center's earliest seasons.
Bolden-Original Soundtrack by Wynton Marsalis
For the original soundtrack of Bolden, nine-time GRAMMY Award winner Wynton Marsalis faced a nearly impossible task: bring fellow trumpeter and New Orleanian Buddy Bolden, widely considered one of the fathers of jazz, back from the dead. But on this album, Marsalis enthusiastically resurrects the bawdy, brassy sound of Bolden as no one else can, throwing a Big Easy party that romps through some of Bolden’s most beloved material.
Jazz at Lincoln Center Gala
Jazz at Lincoln Center’s 2019 Gala, “The Birth of Jazz: From Bolden to Armstrong,” will celebrate New Orleans, the birthplace of jazz, and support Jazz at Lincoln Center’s mission to entertain, enrich and expand a global community for jazz through performance, education, and advocacy.
Short form content
Capturing the improvisational spirit of jazz for a social-first audience. These pieces focus on high-impact, bite-sized storytelling—blending fluid choreography with bold motion graphics to engage viewers in the scroll. From atmospheric GIFs to artist spotlights, we translate the energy of the performance into a digital-native format.
Signage/OOH
Translating the soul of jazz into the physical landscape of New York. From iconic marquee displays to full-scale subway takeovers, these campaigns transform high-traffic urban environments into immersive brand experiences. By pairing striking portraiture with modular design systems, we ensured JALC’s presence was felt from Columbus Circle to the corners of every borough.
Visual Identity and branding
High-end rebrand of logo 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.