Diana Bergquist - STANFORD JAZZ WORKSHOP

My relationship with Stanford Jazz stemmed from my work with the Jeff Babcock, former Director of the Scottsdale Center for the Performing Arts. Jeff Babcocks' challenge as the new Director at The Stanford Jazz Workshop was to take an amazing educational program that had the name "Stanford" and took place on the Stanford University Campus during the summer, but wanted to expand the awareness of SJW throughout the Bay Area and beyond. I reached out to my branding colleague Jeff Miraglia with Mindset, Inc. and together we stepped into to give Stanford Jazz Workshop a brand voice, identity and visuals that would support the jazz curriculum, faculty, and resident artists.

A little history of SJW – started in the early 70's as an improvisational opportunity for jazz musicians to jam and for jazz music aficionados to appreciate their music in the Stanford Coffee Shop COHO. SJW Founder, Jim Nadel saw the opportunity to create an educational workshop for aspiring jazz musicians and SJW was born.

Below you will see the proposed brand develop and design ideas for the growth of SJW as a proponent of jazz education, history, philosophy and heart.

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As the project progressed, the Founder, Jim Nadel felt more comfortable if we updated the logo, visual identity and re-designed all marketing collateral for SJW and the Stanford Jazz Festival (SJF). We understood and used the research and design development and moved forward with the FINAL LOGO below. From this a new tag line, color palette, visuals and photography style was put in place both SJW and SJF had new program brochures developed, banners, posters and eventually a new website was developed. The structure of the site needed to redone and I acted as the project manager and design director on the side and worked with an amazing web developer who organized the interface and reskined the site based on the visual design of the collateral and identity.

A WordPress site was developed with Jason Emanualson and he can be reached at jason@ynotcreative.com

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The success of the brand refresh, was amazing and educational programs sold out, awareness of SJW and the SJF was growing and the SJF gained momentum and has become an anticipated yearly event.

- ROUND ONE -