![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ae186c165302625.6405851a92427.jpg)
Melb Int'l Jazz Fest
Campaign Identity
— Brand Strategy
— Brand Identity
— Brand Development
— Creative Direction
— Digital & Print Design
— Event Signage
— 3D & Motion
Coming out of the haze
As the world was plunged into isolation and uncertainty over the last couple of years, festivals and in-person events were impacted significantly, quite notably in Melbourne. The festival ducked, dived and reprogrammed on the fly in order to survive the last few years, doing a magnificent job in the process. But in 2022 it was time for crowds to once again come together to celebrate, dance, sing and smile. And it was a key objective that the festival brand evidenced and captured this emergence. With the team at Melb Int’l Jazz Fest we set ourselves the goal to build a brand that had an unforgiving energy, spirit and dynamism.
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/b9af0b165302625.6405851a93981.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/c042c5165302625.6405851a94dcb.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/8d79f1165302625.6405851884c25.jpg)
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![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/1400/af1678165302625.6405851a8aae8.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/80bcea165302625.6405851a8ba7b.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/e70e72165302625.64058519006b4.jpg)
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Jazz, jazz and more jazz
In 2018 we began the journey with Melb Int’l Jazz Fest to own the word ‘jazz’ by unapologetically plastering it all over town – the numbers say it worked. In 2022 we continue this journey, building a new graphic language to capture audiences.
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/1400/501653165302625.6405851a88c54.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/1400/4f3e99165302625.6405851a90fb1.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/357364165302625.6405851a8d64d.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/e9dbd4165302625.6405851a87cf6.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/a5502e165302625.6405851a8e760.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/6ed9e4165302625.6405851a82e0a.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/1200fe165302625.6405851a86df8.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/1400/2940f4165302625.6405851a89b88.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/3d42a3165302625.6405851a8c795.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/1400/613cac165302625.6405851a8fb9d.jpg)
Let’s dance
Music has many dimensions, the more you listen, the more you uncover. We worked with 3D2D to build a three-dimensional, moving, evolving and dancing brand. From each motion piece we derived a series of still images, giving the brand the flexibility to always reinterpret itself – much like jazz.
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/8e7744165302625.6405851965559.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/31d8bc165302625.6405851964309.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/7fcb2b165302625.6405851a83ec1.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/1400/e5bc09165302625.6405851a85e70.jpg)
![3D art direction brand brand identity branding campaign design graphic design motion graphics music](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0a58c8165302625.6405851a84f1d.jpg)
Reaching new audiences
With jazz continuing to fuse with new music it inevitably reaches new audiences, primarily a younger demographic. With this comes the expectation that the delivery of the festival needs to evolve with its audience. A clear focus for the 2022 festival was to build a stronger online presence, meaning we needed to ensure the brand was captivating, shareable and relevant. Working with the team at Common State we devised a digital strategy that allowed a flexible brand system to be rolled out. This resulted in a staggering 42% of the audience being first time attendees.
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/4198bc165302625.64058519c7ec3.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/a9e725165302625.64058519c71f9.jpg)