Monterey Jazz Festival
Monterey Jazz Festival, the granddaddy of jazz festivals, has produced some of the most memorable performances in jazz history. Now ushering in a bold new era under Artistic Director Darin Atwater, MJF partnered with FINE to create a cohesive campaign to promote its 67th annual event across every touchpoint.
Crescendo in Blue
We started by developing the creative system that would bring the festival’s first-ever theme, “Crescendo in Blue,” to life. The theme pays homage to iconic performers of festivals past and the promise of present-day talent while furthering the appeal of the idyllic Monterey setting. Sketches inspired by improvisation, handcrafted typographic accents, and a modern cascade of colors work create bold visuals with a lasting impression, matching the sounds that reverberate from the stage.
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Collateral Advantage
To build excitement and capture the hearts of festival-goers, the campaign included an extensive rollout of branded collateral and merchandise. From blankets showcasing a suite of illustrations to nostalgic ViewMaster reels featuring snapshots from festivals past, a vast catalog of keepsakes celebrates the enduring spirit of jazz and the lasting legacy of one of Monterey’s biggest tourism draws.
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A Melody of Marketing
A comprehensive marketing push was developed to promote the full festival experience. From street-side visions to streaming teasers, a strategic set of out-of-home and digital-ad placements were developed to serve up the sights, sounds, and scene for cool cats to admire. Each ad was tailored to its medium and audience, hitting the right note with storytelling that resonates.
Iconic Installations
A series of informative signage, thematic wayfinding, and stage backdrops extend beyond the festival environment into the greater city limits to promote the event while guiding visitors and locals alike. Historical pillars complement the coastal landscape, highlighting legendary performances that range from Miles Davis to Mavis Staples and pointing enthusiasts to the festival’s pop-up partnerships with groups like Record Store Day.
Making History Together
Each element of the campaign was carefully composed to balance MJF’s respect for tradition and heritage and its commitment to innovation and invention, reflecting the very essence of jazz itself. Partnering with the incredibly talented team that brings the event to life year after year, FINE was truly honored to contribute to the world’s longest-running jazz festival with a comprehensive campaign and a collaborative partnership that too will stand the test of time.
“The Monterey Jazz team feels so fortunate and grateful to join forces with FINE. This year, we wanted to bring fresh creative energy into our festival identity, and FINE delivered with work that's visually stunning, creative, strategic, and on brand. This year’s festival identity is beloved by all, from our board of directors to our headlining artists. The bonus is how genuinely nice they are! My sincere thanks to the talented individuals at the agency for bringing it every time for our small but mighty organization.”
— Joy Wiseblood, Marketing Director
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