DESIGNER

Maxwell Prost

PROFILE/DESCRIPTION

SFJAZZ is a San Francisco-based nonprofit performing arts organization and one of the largest jazz institutions in the United States. Located at the SFJAZZ Center on Franklin Street at Civic Center, it hosts hundreds of performances annually across jazz, blues, Latin, and world music. The campaign advertises SFJAZZ as a destination, reachable by any MUNI line, without stating that connection explicitly. Posters place MUNI transit imagery and SFJAZZ visual identity side by side, letting the viewer make the inference. The organization is community-oriented, publicly accessible, and deeply tied to San Francisco's cultural identity.

GOALS

After seeing these posters, San Franciscans should feel that SFJAZZ is for them, not a niche venue for a niche audience, but an open, energetic cultural landmark at the center of their city. The campaign should communicate that getting there is easy, the experience is welcoming, and the music is worth the ride.

PRIORITIES

• playful
• warm
• fun
• dynamic
• energetic
• bold

TARGET AUDIENCE

All San Franciscans, with a primary focus on MUNI commuters — people already moving through the city who need only a small nudge toward a stop they may not have considered.