HARTLAND COMMUNITY ARTS Hartland JazzFest
Impactful and coordinated print and digital design, advertising, promotion, social media and marketing management for HCA’s 2014 Hartland JazzFest.
About the project
The Client
Hartland Community Arts (HCA) is a small non-profit community arts organization in Hartland, Vermont whose mission is to create and sustain an interest in the arts within the Hartland community by sponsoring concerts and arts related events. Beginning in 2012, HCA partnered with Interplay Jazz and Arts to offer a local annual jazz event: the Hartland JazzFest. The Hartland JazzFest was a gift to the community and offered a day of jazz genres, musicians and singers.
Project Overview
In 2014, Arthur Lipner, an internationally renowned jazz mallet, vibes and marimba player was invited by Peter Concilio, the Hartland JazzFest’s Artistic Director, to headline that year’s festival. I helped develop a comprehensive marketing and social media plan to promote Lipner’s performance to all his fans and followers on every major social media platform. I photographed and videoed the Hartland JazzFest event which had a global reach. I previewed Lipner’s Talking Sticks for a capacity audience which went viral later as a critically acclaimed documentary.
Role
Art Director, Lead Designer, Brand Identity, Creative Director, Director of Photography Production Supervisor, Printer Liaison, Project and Social Media Management
Team
Christine Hauck, Lead Designer, Art Director, Director of Photography (DP), Event and Social Media Management with the Hartland JazzFest creative team headed by Peter Concilio, its Artistic Director.
Key Projects
My goal for this project was to create strategic, coordinated social media and marketing with good graphic design and smart conceptual thinking reinforcing a clear brand identity for the Hartland JazzFest.
2014 Hartland JazzFest PRINT MARKETING AND DESIGN
For HCA, I created new brand identity for the Hartland JazzFest including a digital illustration and logo for the JazzFest team. This included a wide array of marketing materials to promote the event:A3, A4 and A5 ads, US Letter poster, 11 x 17 poster, 30 x 40 poster, 9 x 6 postcard, and 17 x 10 handbills. All marketing materials included the JazzFest Logo and Facebook’s avatar and tied to the JazzFest’s social media marketing.
2014 Preview of Arthur Lipner’s documentary Talking Sticks
I promoted Arthur Lipner’s Talking Sticks documentary in all the print and social media marketing and promotion for the 2014 Hartland JazzFest. The Talking Sticks film tells the story of vibraphone (vibes) and marimba and was filmed around the world: in Ghana, Mexico, Brazil Norway Iceland and the USA. I selected and shared feature photos from the Talking Sticks trailer and the Arthur Lipner Archives to share to share with his audience, fans and followers, and multiple websites which had a global reach.
2014 Hartland JazzFest SOCIAL MEDIA, MARKETING AND DESIGN
For the Hartland JazzFest, I created all the digital content, posts and graphics for HCA’s Facebook page including a JazzFest logo, and avatar.
2014 Hartland JazzFest T-SHIRTS
For HCA, I created a T-shirt design that featured the Hartland JazzFest logo that was used in print marketing and social media. The T-shirt was an additional source of revenue for HCA and free advertising for future Hartland JazzFests to come.
Results &
Learnings
Outcome
Introducing Arthur Lipner’s trailer for Talking Sticks and selecting and sharing feature photos from it with his multiple websites resonated with his audience, fans and followers and went viral. Promoting Arthur’s performance for this Hartland JazzFest boosted the attendance to 800+.