Columbus Jazz New Brand, Marketing, & Website Strategy - Background: A Legacy Written in Rhythm

Opportunity & Challenge

As the organization evolved, internal leadership conducted a pivotal Strategic Planning process where it was found that its expanding portfolio had created a fragmented identity. Other challenges were found with the brand, including:

• Brand Disconnect: The original umbrella brand, Jazz Arts Group, felt distant from its flagship offerings—creating confusion about how the institution served both the heritage and future of jazz.
• Vague Narrative: It was identified that the existing identity of Jazz Arts Group did not fully capture the energy, inclusivity, and educational impact of the organization.
• Operational & Visual Hurdles: The former visual identity was dated, and its rigid lockups struggled to adapt to modern media formats. Furthermore, a sprawling 60+ page website made navigation frustrating for patrons and donors alike.

To help, Origo was engaged to help Jazz Arts Group develop a new, bold, and modern brand identity that would advance the way it honored its legacy, while also providing a new architecture, guideline, and messaging system to better communicate its world-class pillars in educational and performance, ultimately providing a path to foster the organization’s growth among new and existing audiences.

Discovery & Insights

Immersing ourselves in the spirit of jazz, Origo led an authentic, collaborative discovery process with musicians, staff, board members, donors, and community members. We grounded our strategy in the organization’s core values: Passion, Creativity, Inclusivity, and Commitment.

Key Insights Guided the Creative Direction:

• The Power of “Columbus Jazz”: To bridge the gap between the institution and its city, we simplified the organization’s name (and parent brand) to Columbus Jazz – connecting the organization’s identity to its region, while establishing a direct and welcoming connection with the community.
• Education as the Engine: Insights revealed that education wasn’t just a side program – it was the lifeblood of the mission. The new brand needed to position Columbus Jazz as the gold standard for jazz education, actively growing the next generation of artists, centralizing efforts in underserved communities, and ensuring music transforms lives at every age.
• A Patron-Centric, Jazz-Forward Identity: The brand needed to reflect the kinetic energy of performance—inspiring, “edutaining,” and representing the true diversity and evolution of jazz.

Brand Architecture & Visual System

After testing and finalizing the new name of Columbus Jazz, Origo developed a vibrant visual identity system and cohesive brand architecture that seamlessly connects the master brand to its core sub-brands—from the Columbus Jazz Orchestra and the Jazz Academy to youth programming.

The new and dynamic visual language features modern typography, expressive design elements, and a scalable logo system built to thrive across digital screens, stage banners, print brochures, and social platforms. To ensure long-term sustainability, Origo delivered comprehensive Brand and Messaging Guidelines, equipping the internal team with intuitive marketing templates for social media, print, and digital campaigns.

Digital Transformation

A pivotal phase of the initiative was a complete redesign and overhaul of the organization’s digital home: columbusjazz.org.

Origo transformed a 60-page site into an immersive, user-centric digital experience designed to evoke the warmth and excitement of a live performance. We didn’t just build a website; we built a digital stage that welcomes every visitor into the world of jazz.

Key Web Features:

• A Vibrant & Branded Experience: Through dynamic video, bold graphics, and intuitive layout of the site, Origo was able to bring the new brand experience of Columbus Jazz to life, giving the viewer a taste of what the organization is all about, while enticing them to want to learn more about our history, mission, and different offerings.
• Streamlined Content Architecture: Streamlined complex pages into an intuitive structure, allowing users to effortlessly find showtimes, purchase tickets, enroll in academies, or support the mission.
• Immersive Storytelling: Rich media, bold performance imagery, dynamic video highlights, and musician spotlights put the soul of Columbus Jazz front and center.
• Dedicated Educational Hub: Created a dedicated home for the Jazz Academy and youth programs, making it seamless for young musicians, parents, and educators to discover audition info, camps, and free ticketing initiatives.
• Empowered Content Management: Built on a flexible, modern CMS backend, allowing internal teams to easily update event schedules, post news, and publish blog content in real time.

Results

Launched ahead of the FY26 season, the new Columbus Jazz brand has generated excitement and buzz among the performing arts community, re-introducing the organization as the leading nonprofit celebrating the strong heritage of jazz, while also leading the way for the future of jazz in Columbus and beyond. By grounding the identity in community, amplifying the power of education, and creating an engaging digital experience, Columbus Jazz is uniquely positioned to inspire new listeners, train tomorrow’s legendary jazz artists, and keep the beat of Central Ohio vibrant for the next 50 years.