Reimagining JMI's legacy for a new generation
Services
Brand Strategy
Brand Identity
Creative Direction
The challenge
JMI is a family-run jazz university founded in the mid-1990s. While the brand had a strong legacy, its visual identity hadn’t evolved in decades centred around a single red accent colour and a longstanding logo the board was keen to preserve.
The brand lacked flexibility, consistency, and modern appeal. It needed a refreshed identity system that could support its vibrant community and diverse activities, all while respecting its heritage.
The solution
We designed a bold, funky, and retro-inspired visual identity that captures the energy and creativity of the jazz world. At the heart of the rebrand is a flexible, modular logo system and an expanded colour palette, giving the team freedom to express the brand across events and collateral with ease.
The original piano key motif was reimagined, preserving its essence while bringing it into a more contemporary, dynamic form. The visual system strikes a balance between structure and play, consistent yet full of personality.
To tie it all together, we introduced the tagline “Find your groove” - a nod to the brand’s rhythm, confidence, and connection to the music community.
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