台灣音樂重要活動「兩廳院夏日爵士派對」今年邁入第十七屆，我們擔任創意與視覺統籌、重塑活動品牌識別與精神核心 “Life is Jazz”，並提出年度主題 “Play it Loud “。
宣傳影片中全然不同性格的群像，有年輕活躍的姿態、熱情即興的搖擺、成熟溫柔的經典、或者獨特耀眼的大聲做自己。彰顯爵士是具有強烈創作性格的音樂曲風、最貼近生活態度的表演形式，並進一步建立與聽眾的連結，讓「 爵士不只是音樂，更是一種生活方式」。
品牌識別重新塑造則以傳遞自由感受的音樂色塊，呈現爵士豐沛的即興能量為設計概念。建立兩廳院自2003年第一屆開始，至今推廣培養出廣大台灣爵士音樂觀眾人口的重要文化推手高度。
As a premium music event in Taiwan, Summer Jazz Festival presented by National Theatre and Concert Hall has celebrated its 17th edition. We are invited to revitalise the visual identity and branding communication “Life is Jazz” as a creative director. For this much celebrated event, we have proposed the theme of the year “Play it Loud.”
For the promo we have developed a series of figures with vivid and dynamic personalities to swing with different music genre of jazz. It sheds light on the uniqueness of jazz as a strong creative and expressive music style. The graphic of figures swinging with music also offers the connection to the audience presenting “ jazz is more than a music style but also a lifestyle”.
We reshape the branding communication through the swinging colour blocks to reveal the freedom of the jazz music. Since it’s inception in 2003, the Summer Jazz Festival has grow a large audience to the music appreciation and is regarded as one of the most important culture promoter to a higher extent.