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Montuno Jazz Festival


The design pitch explores Massimo Vignelli’s design style and applies his ideas to create a full brand identity for a fictional jazz festival, including logos, colors, fonts, website design, posters, and merchandise.

Timeline

September 2024 - December 2024




Role

Visual & UX Designer
Team
3 Visual & UX Designers

My TasksBackground Research
Moodboard Creation
Concept Development
Digital Interface Design


Research  & Inspiration
Studied Vignelli’s iconic works including:

• American Airlines identity, with Heinz Waibl (1967)

• NYC Subway map (1970)

• Knoll catalogs and Bloomingdale’s branding
Key takeaways of Vignelli style:

• Bold and strong identity


• Balance between structure and creative freedom
• Dynamic layouts using typographyInspired by Massimo Vignelli’s classic and modern design, we aimed to create a cohesive and timeless visual identity for the Montuno Jazz Festival that celebrates the rhythm, culture, and energy of Latin jazz.

Design
Quick navigation
Concept  & Moodboard
Logo
Typography  & Color
Mobile & Web Interfaces
Poster & Signage
Ticket & Badge
Merchandise

Concept & Moodboard
 The moodboard serves the purpose of capturing the overall look and feel that the design will follow. It shows Vignelli’s modernist design principles—simplicity, clarity, and timelessness—yet have vibrant and rhythmic visuals.


Logo

Ideation and Varation
The name “Montuno” is a rhythmic pattern in Latin jazz, often used as the base for improvisation. The jazz festival was named after this pattern to show rhythm, creativity, and movement.

We explored different styles and design combinations. In the end, we used a saxophone as the logomark to represent jazz, chose orange to show vibrancy, and picked classic typography for clarity. 

Final Logo
Logomark

Logotype and Tagline

Free Space



Scalibility

Typeography & Color

Typeography
These typefaces support the brand’s modern, accessible, and user-friendly style, matching Vignelli’s clean and minimalist design.



Brand color - complementary harmony
Orange (#F26822): Energy and excitement
Turquoise (#229BA0): Freshness and creativity
Navy (#0C1D2F): Stability and sophistication

Together, the palette supports a lively, rhythmic, and cohesive brand identity.



Color Variant

Brand Application

Mobile Interface
I designed the mobile interface with a clean, modern layout featuring bold typography and intuitive navigation.
It includes essential festival information—time, location, featured artists, countdown, map, and ticket purchase options—alongside a sticky header for quick access to the logo and ticket purchase.

Home Page
Location Page
Ticket Page

Website Interface
I designed two homepage versions for the website: Version 1 emphasizes on the festival’s atmosphere with visual imagery, while Version 2 highlights a countdown timer to build anticipation and excitement for the event.
In addition, there is an about page for users who come across the website and want to learn more about the festival.

Home Page Version 1
Home Page Version 2
About Page
Ticket Page


Poster
Set 1

Set 2

Set 3

Signage

Ticket

Badge


Merchandise
Waterbottle


T-Shirt


Thank you for  reading!


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