The Cork Jazz Festival is a national institution going back to the 1970s. The Victorian Quarter (VQ) of the city is where it all began, in the Metropole Hotel on MacCurtain Street, however in recent years the centre of the festival has shifted south of the river to Patrick Street and Oliver Plunkett Street. In 2021, following a period of regeneration, the VQ decided to use the festival, and its unique position in its history, to relaunch itself as a destination for culture, entertainment and hospitality in Cork.

The objective of the campaign was to generate awareness of the VQ both in Cork City and also nationally to potential visitors. The goal was not only to promote the area itself, but also to promote the many venues in the area individually. To achieve this, it was important to create a point of differential and develop a creative style that would allow the VQ to stand alone, whilst still being part of the overall Guinness Jazz Festival.

The overall creative build was developed around this graphic anchor, utilising stylised illustrations of venues, illustrations of key aspects of the jazz festival and a distinctive vibrant colour palette completed the components, which were all set to a black background echoing the Guinness Jazz branding and style. The result was powerful and recognisable style which could be easily applied across all media at a range of scales from social media posts to shop fascia wraps.