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This is Jazz at Lincoln Centers largest annual event. It has spanned 14 years, and makes amazing contributions to music education and children's lives.
The event needed a cohesive brand identity. The only constant in the years of promotion for the event was the use of Duke Ellington's name. In solving the problem of creating an ownable brand identity, the solution was part of the problem (as so often happens). I simply made the iconic Duke Ellington into an icon.
Each year, there is a large amount of material created for the event: Lighting, passes, shirts, posters and retail items. This brand system allows for the icon to be reinterpreted every year, which gives the brand great legs.
Bobby C. Martin Jr.