Reviving Rhythm: The Bold Branding of Melbourne International Jazz Festival

A Festival Reborn

As the world grappled with the challenges of the pandemic, live events and festivals faced unprecedented setbacks. The Melbourne International Jazz Festival was no exception—but its organizers refused to let the music fade. In 2022, after years of uncertainty, the festival made a triumphant return, bringing back the electrifying energy of live jazz. Behind its striking revival was Motherbird, the creative studio tasked with crafting a visual identity that embodied the festival’s resurgence.

Capturing the Spirit of Jazz

The festival’s organizers knew that their comeback needed a brand as dynamic and spirited as the music itself. The goal? To create an identity bursting with energy, movement, and vibrancy—a visual celebration of jazz’s improvisational soul.

The project began with deep research into the festival’s history, audience, and core values. The team also drew inspiration from successful festival brands worldwide, seeking ways to translate the essence of live jazz into bold, captivating design.

A Symphony of Color & Motion

The final identity was a vibrant explosion of color and abstract forms, mirroring the spontaneity and rhythm of jazz. Bold typography took center stage, while fluid, dynamic shapes evoked the free-flowing nature of the music.

This visual language extended seamlessly across all touchpoints:

• Posters & Billboards – Eye-catching designs that stopped audiences in their tracks.
• Social Media – Energetic graphics that amplified excitement online.
• Merchandise – Wearable art that let fans carry the festival’s spirit with them.

A Triumph of Resilience & Creativity

The Melbourne International Jazz Festival’s return was more than just an event—it was a statement. Against all odds, the festival reclaimed its place in Melbourne’s cultural heartbeat, and its branding played a crucial role in that revival.

With a visual identity as lively and uncontainable as jazz itself, the festival’s future looks brighter than ever. One thing’s certain: this is a celebration that will keep swinging for years to come.