Art of Jazz

ARTS & CULTURE

Celebrating a living art form and the community that sustains it

Jazz is improvisation within structure, creativity expressed through form.

This project was about building communications that could honour that relationship: capturing the vitality of a living art form while creating a narrative architecture strong enough to connect artists, audiences, and the cultural institutions that hold the space between them.

An HGC Initiative: Creation of annual global jazz festival and year-round programming

Investing in our own impact projects, HGC conceptualized and created Art of Jazz, a not-for-profit organization dedicated to jazz education and performance. The organization presented the greatest jazz artists from around  the world, providing opportunities for Canadian musicians. Through creation, presentation, music education, and mentorship programs for children, youth, and adults, we brought a light to the art of jazz and built community in the greater Toronto area and beyond.

COMMUNITY VOICES

HGC Initiative: bringing music education to communities in need

An educational outreach program aimed at under-serviced communities that ensures affordable access and opportunities to Canadian youth.

This city school program is designed to expose children between the ages of 8 and 18 in at-risk communities (previously held in areas like Toronto’s Jane and Finch) to the beauty and power of jazz music. Through jazz music, the program fosters a sense of creativity and self-esteem and offers direct access to positive role models.

Deliverables: Core purpose definition; brand creation including architecture and naming, strategy, planning, positioning, visual systems and brand story; sponsorship model, and sales; event planning, programming, production, management; communication across all media: website, digital, mobile, social and print; and implementation.

WOMEN IN JAZZ

HGC Initiative: Empowering Women in Jazz

Providing necessary opportunities for women jazz artists in Canada to perform with internationally acclaimed jazz masters, this program was designed to promote, champion, and honour women's contributions to jazz in Canada and around the globe.