68th Annual Monterey Jazz Festival
The Monterey Jazz Festival, the longest continuously running jazz festival in the world, marked its 68th year with a powerful tradition: hosting unforgettable performances and creating lasting memories for a new generation of jazz lovers alongside returning fans. For the second consecutive year, MJF collaborated with FINE to develop a cohesive, multi-touch brand campaign promoting its annual event.
An Ensemble for Expression
Jazz has a language all its own, one that transcends cultures, crowds, and generations. To express that language and bring the rhythm of jazz to life, we designed a festival identity system featuring vivacious foundational forms and a vibrant palette. Forms and colors served as building blocks for illustration, imagery, and communication, culminating in a kaleidoscopic energy on stage and throughout the festival grounds.
Relics & Riffs
Igniting pre-festival buzz, the 2025 campaign rolled out a curated collection of merchandise, less souvenir than statement piece. The lineup transformed the experience of jazz into tangible, must-have collectibles, remixing classic festival swag with unexpected, contemporary flair. From high-gloss holographic posters and limited-edition varsity pins to nostalgic View-Masters featuring festivals past and hot additions like a designer pickleball paddle cover, this year’s merch built excitement for the event and gave attendees a way to keep memories of the moment alive.
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Marketing in Motion
An immersive marketing campaign promoted the 2025 festival experience across touchpoints in a strategic, coordinated push, ensuring maximum visibility and sparking audience interest. Key efforts included high-conversion email design, engaging social graphics, high-impact out-of-home placements, and strong promotion of the event’s souvenir program. The full campaign captured the sights, sounds, and energy of the 2025 Monterey Jazz Festival, reinforcing its position as a legendary, must-see event.
A Stage in Sync
While clear signage and thematic wayfinding guided guests across the grounds, the main stage design was the undisputed star—elevating the performance space into a dynamic art installation. The hand-painted backdrop captured the geometry of jazz improvisation at scale with modular, interlocking motifs. Integrated LED arrays ignited the stage in a cascading display of color and rhythm after dark. Across it all, the stage anchored and amplified the energy of the festival, dancing alongside every note.
