Working closely with Bureau A, the challenge was to develop a signage system that would bring a new atmosphere to the beautiful lakeside scenery. We wanted to develop a scenography that evoked the bright lights of Las Vegas, and the nightlife of Chicago’s jazz clubs. Working with neon seemed like a logical conclusion.
The next challenge was to re-interpret the neon tube. We needed a unique typeface that would work with the neon, the various stands, and the different jazz styles. So we created a typeface with letter variations to add diversity while maintaining unity in style throughout the festival.