At its core Jazz is a genre for everyone; it is about improvisation, interpretation and experimentation. Despite the origins of jazz and those that play it, jazz can often be seen as exclusive. With an audience in Melbourne spanning different cultures, tastes and socio-economic backgrounds we wanted to ensure the brand was reflective of all those who enjoyed jazz. This was a changing of the guard moment, a time to welcome in the new age of jazz musicians and attract new audiences to this dynamic and diverse genre of music.
Make room for the past while bringing in the future.
The Melb Int’l Jazz Fest is a world-class jazz festival that has been held annually in Melbourne Australia since 1998. They take the underground above ground, showcasing and celebrating jazz culture by leading international artists alongside leading and emerging local talent.
For the past 3 years Motherbird has worked to reinvigorate the festival identity, giving it a new lease on life to be a standout amongst a crowded Melbourne festival scene. The preconceived notions of jazz needed to be shattered and put on an exciting new path.
The brief: Make room for the past while bringing in the future.