Around the Clock
Spreading the love for jazz one minute at a time.
October - December 2023 09 Weeks
Project Summary
Create an establishment, then make a brand system, advertisement, and collateral to support it. This includes social media, packaging, storefronts, and more. Also, have a background of the business and a message.
Project Objective
Create a cohesive brand for the establishment.
Support the message that the establishment is trying to push.
The Challenge
Around the Clock needed to create advertisements and a strong brand to stand out as a new business. It needed to catch the eyes of new viewers and make them feel invited to come inside.
Target Audience
Families, young adults, and adults who are interested in looking for a place to relax and listen to live music.
Research
Market research of three or more businesses in the same market as Around the Clock. For example, what type of advertising do they do, what their visual identity looks like, and the message they give off to their audience.
Findings
The target audiences are adults or older.
Many jazz clubs and cafes have a dark color palette with a focus on their musicians.
Their looks may intimidate people who are new listeners of jazz or trying to get into it.
After doing the sketches, many were taken onto Adobe Illustrator.
Next colored versions were created to figure out the final logo.
Final Logo:
Brand Guidelines
These guidelines were created to show users how to use the logo, images, and more so the brand will stay consistent and neat.
Process
First, Around the Clock needed a background, main message, and brand descriptors. Some background about Around the Clock as a business:
Around the Clock is a jazz cafe/club. From 09:00 AM to 05:00 PM, Around the Clock is a cafe. They offer pastries and other breakfast/ lunch items, plus hot and cold non-alcoholic drinks. People can enjoy their time with live music in the background. Even if there is no live music, pre-recorded music will always be playing, featuring different jazz artists.
Once the clock hits 05:00 PM, the cafe closes. Around the Clock will reopen at 06:00 PM, but this time it is a jazz club. A section of the cafe that was closed once before is now open to the public, based on a speakeasy bar. They present classic alcoholic drinks and small snacks to accompany them. Live music begins once again, this time including a dance floor.
Unlike some other jazz clubs, Around the Clock does not require reservations/tickets.
Then, Around the Clock required a logo. Therefore, many variations of the logo were created based on the name, idea, or more. Many sketches were made, focusing on different shapes like rectangles, circles, squares, and more.
