Samuel Schröder
Communication Designer

Detroit Jazz Fest

Our process initially started with research and experimentation, then focused on defining the jazz festival as a brand and seeing how our objectives, essence, promise and goals could extend the festival to a larger experience beyond guiding the attendees. Throughout much of the exploration, themes of “diversity, variety, layers, international, and richness” guided the process.
The festival primarily exists as a physical experience, thus most of our objectives went towards enhancing that experience through wayfinding, audio visualization, directional lighting and printed promotional material.

*Group Project with Ben Schaefer & Jacob Aleman.

Branding, Identity