San Diego Tijuana International Jazz Festival
A cross-border concert series brings barriers down when the curtain rises.
Challenge
How does a binational music festival embrace a bigger story?
With border issues becoming increasingly politicized, the inaugural San Diego Tijuana International Jazz Festival needed to create a positive perception for its cross-border concept.
Visual identity
Staging the story.
By reimagining the border fence’s iconic vertical bars to suggest curtains framing a stage, the identity presents a vision of musical common ground.
Feeling every beat.
The full wordmark references the festival’s binational footprint with alternating, back-and-forth typography; while hot, zesty colors reflect its Latin jazz focus.
Just the high notes.
A secondary shorthand version is designed to work separately, or together with the full name.
Brand toolkit
Making some noise.
Elements from the logo and a vibrant color treatment add energy and ownability to existing images.
Digital
Playing in harmony.
The website uses video, animation, and scrolling effects, along with the brand’s bold typography and colors, to invite ticket buyers—and potential donors—into the SDTJ Jazz world.
The design process with MiresBall was interactive, engaging, and seamless. Their team worked closely with us to create the perfect brand for our new festival, capturing our cross border mission and the energy of jazz so well that we came to understand our own project better!