Stanford Jazz Workshop (2012)
Overview
Stanford Jazz Workshop (SJW) is a non-profit organization dedicated to jazz education and appreciation. They hold annual summer camps for all ages and skill levels, as well as a summer festival that attracts some of the best in jazz.
Project
Brand
- Logo Design
- Print Marketing
- Signage Design
- Merch Design
Digital
- User Experience
- Web Interface
- Digital Advertising
- Email Marketing
Challenge
SJW needed an agency that could create strong unique seasonal branding campaigns in both digital and print for the organization’s workshops and festival for the summers of 2011, 2012, and 2013, as well as special events celebrating their 40th season dedicated to jazz education and performance.
Previous to working with Elative, SJW didn't have a coordinated brand strategy, which often resulted in confusion among their target audience between seasons, as well as between the workshop and festival. SJW’s website was also a static site that was poorly organized and took too much effort to update on a regular basis with news, new and updated camp programs, and new festival performances.
Strategy
Elative’s expertise in creating focused branding campaigns that support SJW’s marketing goals made for a collaboration that resulted in the most student registrations for the workshops in their history in 2011, a 10% increase in 2012 above that record, and unprecedented interest and anticipation for the summer festivals. And 2013 was yet another record year.
Having established a solid foundation in 2011, we were able to design even more distinction between the workshop and festival, which freed both sub-brands up to be truer representations of what they offered. This went beyond just separate color palettes, and involved how all the shared brand design elements were used across digital, print, and environmental marketing assets that were placed all over the campus of Stanford University and the city of Palo Alto.
Quote
“My organization needed a brand makeover and web technology upgrade with some marketing oomph… Kyung Min and the team at Elative were recommended to me by an associate with extremely high standards at a large high-tech company.”
“I’ll cut to the chase: Record sales have ensued, even in a down economy and in a market that’s not without significant competition. Feedback from longtime customers and business associates is uniformly high in praise.”
“…their work has enabled me to eliminate one of the worst time- and money-sinks that our organization faced: a rabbit-warren of a web site that had as many problems as it had different designers working on it. …The Elative folks are good, and they’re good folks.”
Ernie Rideout, Director of Marketing at Stanford Jazz Workshop
