How does a binational music festival embrace a bigger story? With border issues becoming increasingly politicized, the inaugural San Diego Tijuana International Jazz Festival needed to create a positive perception for its cross-border concept.

Visual identity: Staging the story
By reimagining the border fence’s iconic vertical bars to suggest curtains framing a stage, the identity presents a vision of musical common ground. The full wordmark references the festival’s binational footprint with alternating, back-and-forth typography; while hot, zesty colors reflect its Latin jazz focus. A secondary shorthand version is designed to work separately, or together with the full name.

Brand toolkit: Making some noise
Elements from the logo and a vibrant color treatment add energy and ownability to existing images.

Digital: Playing in harmony
The website uses video, animation, and scrolling effects, along with the brand’s bold typography and colors, to invite ticket buyers—and potential donors—into the SDTJ Jazz world.

“The design process with MiresBall was interactive, engaging, and seamless. Their team worked closely with us to create the perfect brand for our new festival, capturing our cross border mission and the energy of jazz so well that we came to understand our own project better!”
– Daniel Atkinson, Executive Producer, San Diego Tijuana International Jazz Festival

The San Diego Tijuana International Jazz Festival is one of the many community programs planned for the World Design Capital, San Diego-Tijuana 2024. Arriving October 4-6, 2024, this three-day festival celebrates the musical richness of our region with both local and internationally acclaimed performers presented in both cities.