The purpose of this project was to brand and market The Creole Jazz Band, by redefining their target audience, increasing recognition and awareness, and increasing profits from ticket and record sales.

According to the 2008 Print Measurement Bureau statistics, two age groups tied for the highest jazz concert attendance rate – those aged 35–49, and those aged 50–64. While those aged 25–34 attended in fewer numbers, they were shown to be the most likely to attend more than ten jazz concerts throughout the year, and were chosen as the primary target audience.

All components of the branding scheme were designed to communicate the lively, warm tones of Dixie jazz, using the appeal of vintage handcrafted materials.