The OT Conekshun is a smooth jazz band that represents more than just great music.They’re deeply committed to giving back to community groups and organizations in the DFW area. To support and bring awareness to their cause, I created a thoughtful, yet “cool” visual brand identity that positions The OT Conekshun as more than a local band– one that positions the group of musicians as both talented and respectable.
Approach
I began by listing all of the assets The OT Conekshun might need to gain exposure. I then narrowed that list down to five of the most necessary, exciting, and artistic elements– the logo, posters, t-shirt designs, CD inserts, and a vinyl sleeve. The next step was to assign a style to their brand, which required lots of visual and audio research.
Research & Mood Boards
I created a typology of contemporary jazz, smooth jazz, and jazz fusion album covers from the ’90s to present day. Albums considered for this particular typology met at least one of the following requirements: (1) feature instruments such as those played by The OT Conekshun (electric piano, drums, soprano saxophone, bass guitar, bongos, and various percussion istruments), (2) involve an artist that inspires the band’s sound, and (3) sound similar enough to The OT Conekshun that the two groups could perform on stage together, or at the very least, perform at the same event.
Next, I created three distinct mood boards that I felt represented the sounds I heard and the feelings I felt while listening to those albums. The first mood board was mostly influenced by classical jazz; the second was inspired by the pop, funk, and jazz of the ’70s and ’80s; and the third mood board included images and artwork from the ’50s, ’60s, and ’70s that are rooted in Black history. While I found myself thinking of Mood Board #3 from time to time (probably because of the influence Black musicians had on jazz), Mood Board #1 and Mood Board #2 seemed to fit The OT Conekshun’s personality best.
Display
I took a minimalist approach to my wall display, but enhanced the atmosphere by playing the tracks featured on the CDs I burned. Interested listeners were invited to take one home with them.