The goal of this assignment was to choose one from the given events, then redesign the branding and persona to promote the event. I saw this as a great opportunity to work on my illustration design skills and play around with typography layout; I chose the 2022 Winnipeg Jazz Fest.

According to JazzWinnipeg.com, "Jazz Winnipeg is a charitable, non-profit organization promoting the art of jazz and creative music through concert presentations and community engagement. As the producer of the annual TD Winnipeg International Jazz Festival, as well as concerts and workshops throughout the year, Jazz Winnipeg is a vibrant and essential organization dedicated to enriching Winnipeg's cultural community". Like every other festival held in Winnipeg during summertime, Winnipeg Jazz Fest 2022 was full of amazing jazz bands and wonderful live shows.

To bring out the spirit and energy of Jazz Fest, I decided to use Adobe Illustrator to design five jazz instruments into the posters and billboards: the cello, saxophone, piano, trumpet and a set of drums. These are the familiar jazz instruments to people who have heard about jazz. These illustrated instruments created effective design elements that will draw more attention from the audience at first glance. With the funky retro colours, such as red and earthy pink, these illustrated retro stars worked well with the popped yellow colours of the instruments on the mar black background. Together, these colours also represented the energetic energy and magical melody of jazz. These elements and colours did their job to bring out the Winnipeg Jazz Fest’s energy in the Exchange District through the posters.