Latín Jazz Conference Ottawa 2024

OVERVIEW
Latin Hub invited me to design the visual identity for the first-ever Ottawa Latin Jazz Conference. As a jazz enthusiast, especially when it comes to Latin jazz, this was the kind of project that felt personal. The scope included a full visual kit: logo, social media assets, a promotional poster, and the printed program.

CONCEPT & INSPIRATION
The goal was to make the visuals feel like the music itself — layered, warm, and full of rhythm. I built a palette rooted in the Caribbean sun with rich oranges and reds, anchored by a lush green background inspired by the natural world. I dove into a wide range of jazz poster references and found lasting inspiration in the line work of Al Hirschfeld. His ability to capture movement and mood felt like a perfect match.

ILLUSTRATION & SYMBOLISM
Miguel, the organizer and a world-renowned pianist, spoke about the piano as the heart of Latin jazz. That conversation shaped the entire direction. The piano became the isotype, a bold yet elegant container for the event’s key information. I explored three initial poster sketches, each with its own visual rhythm. The heart-shaped concept was cut for clarity, and we moved forward with the other two. The final illustrations captured the energy and sophistication we were aiming for.

LAUNCH
Once the campaign launched, the response was immediate. The conference sold out entirely. I’m now working with Latin Hub again to create the visual kit for this year’s edition.