When Dazzle Jazz executed a masterful relocation to the historic Baur’s building downtown, it was akin to a chess player advancing their pieces to a more advantageous position on the board. This strategic move from their Lincoln Street stronghold initiated a rebranding to “Dazzle at Baur’s,” capitalizing on the vintage edifice’s inherent appeal.

This transition marked the opening of my second act as lead graphic designer, tasked with promoting the venue’s diverse array of musical talent. As the financial landscape shifted, traditional printed poster advertising became impractical as an isolated pawn, our visual strategy pivoted towards digital screens, utilizing the building’s projector as our new queen on the chessboard of promotion.

My approach to these digital canvases was reminiscent of crafting album covers, each one a unique piece on our marketing chessboard. The designs were characterized by a bold interplay of typography and imagery, much like the dynamic tension between chess pieces on a board. Striking text moved across the screen with the confidence of a rook, while tinted photographs, sometimes cropped with the precision of a knight’s move, created visual intrigue.