Challenge
Due to the surge of growth in the Downtown Knoxville area and the need to update roads and infrastructure, the small business community was hit with several road closures including the ramp connecting West Jackson Avenue to Gay Street and the Broadway Avenue viaduct. Affecting many merchants operating on West Jackson, JazzFest on Jackson was created to celebrate the history of Jackson Avenue and what is yet to come for downtown businesses.
Solution
Morris Creative Group helped established a strong brand identity for the festival. Inspired by the New Orleans Jazz and Heritage Fest, the color palette featured a more muted and vintage take on the classic New Orleans gold and green colors. The typeface was chosen due to its handcrafted look of façade signs, making it perfect for the artistic side of the festival.
In addition, MCG designed an image-focused landing page with modern, easy-to-navigate features that displayed event details, sponsors, and performances. In addition, Morris Creative Group helped write descriptive copy to effectively communicate the purpose and significance of the event. To help further increase brand awareness, MCG managed the social media accounts for the event including the creation and management of a Facebook Event Page.
Unfortunately, due to the spread of COVID-19, the event (scheduled for April 26) was canceled in order to ensure the safety of the staff, artists, and community. Organizers are hopeful for a 2021 debut.