Chromosthesia: Jazz & Heritage Festival 2017

The Jazz Festival is one of the most coveted experiential events for Acura. It provides a unique opportunity to engage the most premium luxury audience. With the relaunch of Precision Crafted Performance, there is a need to showcase our new brand direction throughout all our communications, events and initiatives. Genuine innovation doesn’t result from iteration. It is a constant challenging of convention and reimagining of traditional approaches. It is a process core to the Acura approach, and is a spirit championed at Jazz Fest.

Synesthesia is a neurological phenomenon in which stimulation of one sensory or cognitive pathway. Synesthesia is an association of sounds with colors. For some, everyday sounds such as doors opening, cars honking, and people talking can trigger seeing colors. For others, colors are triggered when musical notes and keys are being played.

The look and feel visually represent the pinnacle of Acura technology, embodies Acura's performance philosophy of Precision Crafted Performance. It reinforces Acura's support for the musicians and independent spirits alike through this pop-up showroom at Jazz Fest.

We enhanced the experience with an interactive game we called Stay on Beat. Stay on Beat allows each passenger in a vehicle to play an instrument that’ll play a customized song created by Trombone Shorty if done correctly. The sound is played through the vehicles ELS Premium Audio System.

We also created brand guidelines for vendors and the ease of client approval. Including visual inspiration, type, visual elements, and photographic treatment.