← All projectsSelected work · 03 / 04

Bluenote

Visual identity · Art direction

↓Explore the project

Jazz, given
a visual rhythm.

2024-2025Activating

Bluenote campaign billboard on a Milanese building

Bluenote
Visual identity · Art direction↗View image

A way of working

Activating

The rebranding of Blue Note Milano sets out to hold two things together: the club’s cultural legacy and the immediacy of live music. The resulting system stretches from the venue into the city, carrying the atmosphere of a performance across formats.

Discipline: Branding · Art direction
Year: 2024-2025
Credits: With Defne Kula & Giulia Sanguineti

Project notes +

A rebranding for Blue Note Milano, translating the club’s musical legacy and the immediacy of live performance across formats.

A visual language for a living music legacy.

Not a static mark, but a system that listens, responds and changes with the music.Bluenote · Visual direction

01 / Brief

Grow engagement and a sense of belonging.

Reposition Blue Note Milano for a younger, curious and creative audience while preserving its cultural legacy.

02 / Challenge

Bring freshness to an established identity.

The existing brand was classy and consistent, but its communication lacked the dynamism and storytelling of live music.

01 / Visual language

Identity in motion.

Typography carries the structure; image, blur and modular composition introduce the movement and unpredictability of jazz.

Inject personality into every encounter.

A new visual language carries a stronger story across digital channels, posters, tickets, social media, merchandise and the venue.

The blue Bluenote poster with Scott Hamilton — Poster · Blue variationExpand ↗

The black Bluenote poster with Yellowjackets — Poster · Black variationExpand ↗

Bluenote posters placed side by side along a street — The identity, in the cityExpand ↗

02 / Applications

One voice. Different volumes.

Across posters, tickets, digital touchpoints, social media and merchandise, the system shifts in scale while retaining a recognisable voice.

Bluenote concert ticket — From the poster to the ticketExpand ↗

Black and white Bluenote T-shirts hanging on a fence — MerchandiseExpand ↗

Bluenote tote bag photographed next to a car — An identity to carryExpand ↗

Bluenote record sleeve photographed on an armchair — The music, beyond the venueExpand ↗

03 / Extension

Carrying the rhythm outward.

The identity moves beyond the venue, translating the atmosphere of live music into a visual presence across the city and its screens.

A Bluenote digital communication displayed on a phone and laptop — Across screensExpand ↗

The Bluenote digital design shown on a laptop — The digital experienceExpand ↗

What I brought homeActivating

Communication can build belonging, not only awareness.

A visual system has room to make a cultural legacy feel present, personal and open to new audiences.

More about my practice ↗

Next project · 04 / 04

The Shadows

↗Moving image · Personal project