Our goal was to develop a creative, memorable visual icon for this after-hours jazz club. Patrons and potential patrons (men and women over thirty) were the target audience for this project. Our creative strategy focused on capturing a sense of the spirit of jazz in the 1930s, in a way that would not be construed as nostalgic. Since the mark would be used in a wide range of media from coasters and menus to permanent signage and banners, creating something that would function well as full color or even one color was an important production criterion. We value this project because it allowed us to stretch our creative capabilities and because it captures the feeling of a musical and cultural environment with a fitting economy of expression.