Branding That Hits the Right Note for the Eau Claire Jazz Festival

Since the 1960s, the Eau Claire Jazz Festival has grown into a beloved tradition, serving as both an educational powerhouse and an entertainment staple for the University of Wisconsin–Eau Claire community. Despite its long-standing success and strong reputation, the festival faced challenges in maintaining a clear and cohesive brand identity as it evolved.

Before developing a new brand identity, our team conducted in-depth surveys with key stakeholders to uncover existing challenges and opportunities. Through a clarifying process, we helped the organization refine its story and strengthen its connection to its audience. We carefully deconstructed the festival’s many events, providing strategic direction that tied them all back to a unified mission. The result? A refreshed visual identity that captures the festival’s rich history while ensuring clarity and consistency for years to come.

To support future growth, we developed a comprehensive toolkit, including a brand guide, social and print templates for the UWEC intern team, and sample layouts for ads, signage, and promotional materials. By creating flexible, easy-to-use assets, we empowered festival organizers to maintain a strong, recognizable brand year after year, no matter how often they change.