For the Freihofer’s Saratoga Jazz Festival — one of the longest-running jazz festivals in the country — I created a refreshed visual identity and website to honor its legacy while bringing new energy and clarity to the digital experience. The goal was to modernize the festival’s look without losing the soul of its rich musical history.
I designed a flexible identity system that captured the vibrancy and rhythm of jazz, paired with a fully responsive website that made it easy for fans to explore the lineup, plan their visit, and purchase tickets. The design balances elegance and playfulness, using dynamic color, typography, and layout to mirror the feel of live performance.
Project highlights:
- Custom identity system celebrating the spirit of jazz and the venue
- Mobile-first website built to showcase artists, schedule, and ticketing
- Visual storytelling that bridges tradition and modern design
- Created to support SPAC’s marketing efforts and build excitement for future festivals
This project helped reframe the Jazz Fest experience for longtime fans and new audiences alike — with a bold, inviting digital presence that lives up to the music.
