Every summer since 1987, the SaskTel Saskatchewan Jazz Festival has descended upon the small town of Saskatoon, attracting more than 85,000 devoted fans for more than a week of outdoor music, food and celebration.
After two decades, Festival organizers wanted to spread their wings to attract a younger, diverse audience with contemporary tastes, inviting artists like De La Soul and Macy Gray to share the stage with more traditional jazz fare.
Our job at Firebelly was not just to design the 25th anniversary campaign, but to introduce a pretty significant and momentous brand overhaul that would capture new interest without alienating the Festival's loyal, longtime fanbase.