Exhibition Summary

Client: Calgary Jazz Orchestra

Industry: Performing Arts / Nonprofit Arts Organization

Main Services: Brand Strategy, Copywriting, Brand Identity Design, Website Design & Development

Platform: Showit

Scope: Messaging development, custom logo system and 17-page website

Outcome: A bold and versatile visual identity paired with a dynamic website supporting concert promotion, audience engagement, and ongoing programming updates.

The Challenge

The Calgary Jazz Orchestra is a professional jazz ensemble and nonprofit organization dedicated to bringing exceptional jazz performance and music education to audiences in Calgary. Led by celebrated artistic director, vocalist, and trumpeter Johnny Summers, the orchestra features a core group of 17 professional musicians performing original compositions and arrangements inspired by the rich tradition of big band jazz.

As the organization continued to grow, the orchestra needed a brand that could reflect both the professional caliber of the ensemble and the vibrant, expressive nature of jazz performance. The brand needed to feel bold and refined while remaining flexible enough to support a wide range of promotional materials, including concert posters, photography, and digital marketing.

The website also needed to serve as a central hub for the orchestra’s online presence by supporting concert promotion, sharing news and programming updates, and helping audiences stay connected to the organization’s evolving work.

The Solution

Curator partnered with artistic director Johnny Summers to develop a new brand identity and digital presence for the Calgary Jazz Orchestra.

Through a collaborative design process supported by light market research, the project explored how the orchestra could present itself visually in a way that reflects both the tradition of jazz orchestras and the contemporary creativity of the ensemble.

The result is a brand identity that feels bold, elegant, and timeless, paired with a custom website designed to support audience engagement and program promotion.

Brand Positioning

The Calgary Jazz Orchestra occupies a unique space within Calgary’s arts community. As a professional ensemble performing sophisticated jazz arrangements, the organization needed a visual identity that would convey artistic excellence while still capturing the energy and spontaneity that define jazz music.

The brand positioning therefore balances two complementary qualities:

Professional refinement: Reflecting the orchestra’s status as a professional ensemble performing complex and carefully arranged music.

Playful artistic expression: Honoring the improvisational spirit of jazz and the dynamic personality of the musicians themselves.

This balance guided the overall creative direction of the project, ensuring the final brand would feel both credible within the performing arts community and engaging for audiences attending live performances.

Brand Identity Design

Johnny envisioned a visual identity that would feel bold, elegant, and classy, while still reflecting the orchestra’s authentic and playful personality.

He requested a core colour palette centered on:

• Royal blue

• Black

• White

These colours create a strong visual presence while allowing flexibility for artistic expression across promotional materials.

The final logo is intentionally simple and impactful, providing a strong visual foundation that works effectively across a wide range of applications, from concert posters and merchandise to digital media and website graphics.

By keeping the core mark clean and versatile, the identity allows photography, typography, and event artwork to remain expressive while maintaining consistent brand recognition.

Website Strategy & User Experience Design

Curator designed and developed a custom 17-page website using the Showit platform, creating a dynamic online home for the orchestra.

The website was structured to support three primary goals:

Promoting concerts and performances: Clear event pages allow audiences to easily discover upcoming performances and purchase tickets.

Supporting audience engagement: A dedicated blog section allows the orchestra to share news, program announcements, and behind-the-scenes insights.

Strengthening the orchestra’s professional presence: The site highlights the ensemble, artistic leadership, and the organization’s mission to support jazz performance and education in Calgary.

Because performing arts organizations rely heavily on visual storytelling, the website design emphasizes strong photography, clear navigation, and flexible page layouts that can evolve alongside the orchestra’s programming.

Note:

Client exhibition images represent the design as delivered at project completion. Live websites may evolve over time as clients independently update content or modify layouts.

Scope of Work

Curator partnered with the Calgary Jazz Orchestra to develop a professional brand identity and digital platform supporting the organization’s performances and audience engagement.

Brand Strategy

• Competitor Analysis

• Brand Positioning

• Ideal Client Persona Development

Brand Identity Design

• Brand Identity Development

• Colour Palette Design

• Typography Selection

• Logo Design

• Brand Visual Language Development

Website Design & Development

• Custom 17-Page Website (Showit)

• Website Architecture and User Journey Design

• Responsive Website Development

Project Outcomes

• Launch of a bold and versatile Calgary Jazz Orchestra brand identity

• A professional website supporting concert promotion and audience engagement

• Flexible visual branding suitable for posters, photography, and promotional materials

• A digital platform supporting ongoing programming updates and communication with audiences