For this project, I chose to rebrand an intimate jazz club located in the heart of New Orleans—Tipitina’s. The goal was to differentiate and propel Tipitina’s towards a more contemporary world. Most jazz venues in New Orleans are unapologetically tied to their dated branding approach. My goal was to adhere to the historic charm of that jazz culture, while reframing the branding in a more compelling light—to appeal to an even larger audience beyond New Orleans locals. I wanted Tipitina’s to reflect all that it is—to vibrate, through its visuals and color, jazz music. I was asked to redesign the website, print collateral, brand merchandise, and social content.
For the creative process, I began by gathering inspiration from blue note album covers, jazz photographers, and jazz music itself. I immersed myself in the jazz photography section of the library and spent hours scanning in black and white imagery of jazz artists. I began studying Dutch guilder money—a form of currency that incorporates elaborate illustrations, and while stagnant, they scream movement and energy. Through this well of inspiration I began to create a world for Tipitina’s to live in. I developed a system of illustrations—used as visual elements throughout the brand, as well as a form to crop images into. I customized a wordmark based off of the typeface ‘Ogg.’ I incorporated both italic and roman forms of the letters to breathe that same energy and movement into the brand. I created a new color palette, full of rich and timeless tones to reflect the passion and liveliness found in music. As a solution, I was able to create a cohesive system in which all the elements of the brand functioned together as a whole. I redesigned business cards, a poster series, stationery, a website, sweatshirts, tote bags, the social feed and more.
As a result, the tone of Tipitina’s became rhythmic, original, expressive and creative. It is now a jazz club that energizes its audience not only through its music but through its vibrant and pulsing visuals.