The problem

The Arts and Architecture Conservancy lacked a distinct visual identity for Jazz on the Plaza, its annual outdoor summer concert series. Saint Peter’s programming already had an established visual language, and Jazz Vespers had its own recognizable identity rooted in decades of tradition. Jazz on the Plaza existed somewhere in between—it belonged to the same cultural ecosystem, yet it was neither of those programs.

Using either existing identity risked confusing audiences and diluting the uniqueness of each initiative. The challenge was to create a visual language that clearly differentiated Jazz on the Plaza while remaining connected to the broader institutional family.

How we solved it

Rather than reinventing the brand from scratch, we developed a new branch of the existing visual system—one that felt familiar yet distinct. Drawing from the Conservancy’s established identity, we introduced a brighter, more seasonal expression that reflected the spontaneity, warmth, and vibrancy of summer jazz performed in a public plaza.

The result was a visual identity that gave Jazz on the Plaza a recognizable voice of its own while strengthening the overall brand architecture of the organization. Audiences could immediately understand that it was part of the same cultural family, yet experience it as a celebration uniquely defined by the spirit of jazz and summer in New York City.