Vail Jazz Rebrand


The Vail Jazz website was outdated and not responsive.


The new website presents the brand with a clean, consistent and interactive interface that is responsive across all devices.

Project Overview

After completing its 20th Anniversary season, the Vail Jazz Foundation was struggling with low brand recognition, an out of date brand experience, and an overall lack of confidence in the brand by donors and sponsors. To add to the problem of poor “stickiness”, the Vail Jazz Foundation had to deal with a general apathy about the genre of music itself—the organization’s outdated website and brand experience furthered the stereotype that jazz music is for an out-of-touch, aging population.

I therefore spearheaded a rebranding process to revitalize the brand, to make it more relevant and approachable for a younger audience, and more accessible to our expanding donor and sponsor base. As part of this process I undertook full redesign of the website, and forged a new internal and external brand experience for “Vail Jazz”.

Rebranding Process:

established brand standards and style guidelines, identified brand positioning, brand differentiators, and target demographic segments, served as staff lead for envisioning and focus groups

Website Redesign:

wireframing, data migration, front end development, responsive design, usability testing, implementation of Google Analytics and Google Ads campaign

Brand Identity Items:

key colors, typefaces and treatments, graphic elements, brand collateral (letterhead, business cards, merchandise, etc.)


website redesign achieved unprecedented growth metrics after first year: +309% sessions, +368% users, +569% mobile users

What I did

graphic design
web design
creative direction