Spring on King
A brand that made Malvern the place to be.
Spring on King Jazz Fest is Malvern, PA's annual street festival put on by the Malvern Business and Professional Association. Live music, local vendors, and a full day of reasons to get outside and explore the borough. When the MBPA came to me, the brief was simple: make it feel spring-y. A few good conversations later, we landed somewhere a lot more interesting.
Two seemingly opposite aesthetics: the brightness of spring and the moodiness of jazz. Finding that balance is where everything started.
Spring on King's brand is a reflection of the environment they create on the day of the festival: bright, bold, expressive, and welcoming. The final execution is something with a lot of vibrant, layered energy, brought together with overlapping elements, rough shapes, and just enough imperfection to make everything feel lived in and a little bit alive. Nothing is perfectly neat. Rather than designing a poster, the goal was to build a full visual ecosystem that could stretch across everything flexibly, from social posts to banners to signage around town, and still feel cohesive everywhere it showed up.
COLOR PALETTE
A vibrant mix of earthy greens and bold floral tones, built to balance the moodiness of jazz with the brightness of a perfect spring day.
FONTS
