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.
Seasonal Identity
Art directed the visual rebrand for the annual concert season, including the 19/20 Season Book. The creative focused on striking, high-contrast portraiture of legendary artists like Cecile McLorin Salvant and Etienne Charles, positioning them as the modern icons of the genre.
Integrated Marketing
Developed a modular design system for microsites and outdoor advertising that allowed individual show themes—like Spaces—to maintain a unique personality within the broader Jazz at Lincoln Center brand guidelines.
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.
Visual Identity
High-end rebrand to resonate across the seasonal campaigns and the digital flagship, jazz.org.
Integrated Advertising & Experiential Design
Creating a cohesive visual language for the 19/20 season across multi-channel touchpoints. This work includes outdoor advertising, subway takeovers, and experiential in-venue signage designed to engage both the seasoned jazz enthusiast and a new generation of listeners.
Jazz at Lincoln Center Education
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.
Redesign of jazz.org
