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<!DOCTYPE html>
<!--[if lt IE 7]><html class="lt-ie9 lt-ie8 lt-ie7"><![endif]-->
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<html>
<!--<![endif]-->
<head>
<!-- Metadata -->
<meta charset="utf-8">
<meta http-equiv="X-UA-Compatible" content="IE=edge,chrome=1">
<title>Detroit Jazz Festival</title>
<meta name="description" content="Detroit Jazz Festival Poster by Jeffrey Paletta">
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<!-- Favicon -->
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<a href="about.html" data-symbol="☺" data-link="link-1">
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<section>
<div class="section-inner">
<!--Image 1 -->
<figure class="block portrait" data-ratio="1">
<div class="image" id="jazz-image-1" data-large="img/jazzfest/jazzfest-01.jpg" data-largewidth="600" data-largeheight="1000">
<img src="img/jazzfest/jazzfest-01.jpg" width="600" height="1000">
</div>
</figure>
<!-- Caption 1 -->
<figcaption id="jazz-caption-1" class="block">
<p>Every year the city of Detroit hosts a weekend long jazz festival, <br>
the largest of its kind in the world, downtown in Hart Plaza. It’s <br>
held during labor day weekend, so not only is it popular amongst <br>
jazz enthusiasts, it also appeals to college students like Jeff who <br>
have just returned to school and don’t really have anything to do <br>
yet. Oh yeah, it’s also free.</p>
<p>I’ve probably listened to jazz maybe three times in my life, so I <br>
wouldn’t call myself a fan, but I always had a great time every year <br>
I went. The music was great, but that’s not what compelled <br>
me to come back each year. What really attracted me to Jazzfest <br>
was the mood and the crowd: thousands of people I had never <br>
met before who treated each other like they were lifelong friends. </p>
</figcaption>
<!--
<figcaption id="jazz-caption-1" class="block">
<p>
Every year Detroit hosts a weekend long <br>
jazz festival, the largest of its kind in the <br>
world, downtown in Hart Plaza. It’s held <br>
during labor day weekend, so not only is <br>
it popular amongst jazz enthusiasts, it <br>
also appeals to college students like <br>
Jeff who have just returned to school <br>
and don’t really have anything to do yet. <br>
Oh yeah, it’s also free.
</p>
<p>
I’ve probably listened to jazz maybe <br>
three times in my life, so I wouldn’t call <br>
myself a fan, but I always had a great <br>
time every year I went. The music was <br>
great, but that’s not what compelled me <br>
to come back each year. What really <br>
attracted me to Jazzfest was the mood <br>
and the crowd: thousands of people I <br>
had never met before who treated each <br>
other like they were lifelong friends.
</p>
</figcaption>
-->
<!-- Image 3 -->
<figure class="block portrait" data-ratio="1">
<div class="image" id="jazz-image-scales" data-large="img/jazzfest/jazzfest-03.jpg" data-largewidth="985" data-largeheight="1400">
<img src="img/jazzfest/jazzfest-03.jpg" width="575" height="818">
</div>
</figure>
<!-- Caption 2 -->
<figcaption id="jazz-caption-2" class="block">
<p>So when I had the opportunity to design a poster for the festival <br>
in 2015, I didn’t want to create something to appeal to fans of jazz <br>
music — they were already going to go because of the name; I <br>
wanted to design it for the people like me who may not go for the <br>
music alone, but rather what jazz represents for the city and the <br>
people of Detroit. It’s not just music, it’s the embodiment of raw <br>
emotion, improvisation, escape, freedom, and community <br>
manifested through the artist and their audience.</p>
</figcaption>
<!--
<figcaption id="jazz-caption-2" class="block">
<p>
So when I had the opportunity to design <br>
a poster for the festival in 2015, I didn’t <br>
want to create something to appeal to <br>
fans of jazz music — they were already <br>
going to go because of the name; I <br>
wanted to design it for the people like <br>
me who may not go for the music alone, <br>
but rather what jazz represents for the <br>
city and the people of Detroit. It’s not <br>
just music, it’s the embodiment of raw <br>
emotion, improvisation, escape, joy, <br>
freedom, and community manifested <br>
through the artist and their audience.
</p>
</figcaption>
-->
<!-- Image Text -->
<figure class="block landscape" data-ratio="1">
<div class="image" id="jazz-image-text" data-large="img/jazzfest/jazzfest-08.jpg" data-largewidth="1400" data-largeheight="658">
<img src="img/jazzfest/jazzfest-08.jpg" width="720" height="338">
</div>
</figure>
<!-- Caption 3 -->
<figcaption id="jazz-caption-3" class="block">
<p>In order to communicate this, I based the poster's design off the <br>
most basic, literal (and dull) representation of jazz: sheet music. <br>
While the final rendition retains more than enough for the viewer <br>
to recognize it as a sheet of music, I was able to recontextualize it <br>
through the distortion and dismantling of it's structure to suggest <br>
the idea that jazz may be about more than they assumed; <br>
perhaps there may be more to jazz music than the music itself.</p>
</figcaption>
<!--
<figcaption id="jazz-caption-3" class="block">
<p>In order to communicate this, I based <br>
the poster's design off the most basic, <br>
literal (and dull) representation of jazz: <br>
sheet music. While the final rendition <br>
retains more than enough for the viewer <br>
to recognize it as a sheet of music, I <br>
was able to recontextualize it through <br>
the distortion and dismantling of it's <br>
structure to suggest the idea that jazz <br>
may be about more than they assumed; <br>
perhaps there may be more to jazz <br>
music than the music itself.</p>
</figcaption>
-->
<!-- Process Link -->
<figcaption class="block" id="jazz-process">
<p><a target="_blank" href="http://archive.jeffpaletta.com/process/jazzfest-process.html">[ view process work ]</a></p>
</figcaption>
</div>
</section>
<div class="process">
<div class="cover"></div>
</div>
<footer>
<div style="max-width: 80%;margin-top: 33%;">
<p>
On paper I call myself a communication <br>
designer, but that's really just an umbrella <br>
term I use to keep things succinct. I'm <br>
really just a problem solver who is always <br>
looking for a better way of doing things.</p>
<p>
As a kid I was building primitive “robots” <br>
to do my chores for me, and as a teen I <br>
was scheming up <s>romantic</s> creative <br>
ways to ask my crush to the school <br>
dance. Doing things the default way is <br>
boring; there’s always a more exciting <br>
means to accomplish the ends.</p>
<p>
I’m basically a grown-up version of the <br>
annoying little kid who responds to every <br>
statement with “why?” But sometimes <br>
asking “why?” turns into a “what if?” My <br>
portfolio is a collection of these moments: <br>
fifteen different solutions that began by <br>
asking questions an exploring new ideas.</p>
<p>
<br><a href="tel:+12489125733">+1 248 972 5733</a>
<br><a href="mailto:[email protected]">[email protected]</a>
<br><a target="_blank" href="http://instagram.com/jeff.archive">@api.jeff</a>
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