Case Study: Lindy Harvest Event Collateral
Lindy Harvest is a jazz music and dance festival that is hosted every autumn by Sugar Swing Community of Jazz in Edmonton. This event draws dancers from across Canada and around the world to learn from legendary dance instructors. Each year features a different visual theme for its promo materials.
For this past year’s event, the client wanted an abstract visual with a modern art feel, as opposed to literal imagery of people dancing to jazz.
The event targeted a jazz-loving, swing dancer audience curious about Edmonton’s scene. So, the client wanted to touch on a number of ideas:
• jazz music and dancing
• autumnal feel
• Alberta prairies
• modern art
Here’s what we did:
I proposed a piece that featured undulating lines loosely resembling prairie farm fields, integrated with a harvest moon. The contours suggest movement and playful sound waves.
This overall style is also reminiscent of the Bauhaus art movement, which was popular during the jazz age.
The client suggested eggplant as the dominant colour, which was perfect for creating an autumnal feel.
A distinct challenge was further distilling this concept into a t-shirt design. I’m a screen print snob, so I try to keep t-shirt designs at four colours or less! Here I tucked the prairies into the original moon shape to create a little landscape.
I was tickled when the event decorators made the harvest moon a feature of their decor – and thrilled when the t-shirts sold out!
