Change is one of the most important and unique aspects to Jazz. Improvisation on the spot and coming up with melodies off the top of one’s head is essential.

MoJ acts as a center for interactive and visual learning, where visitors are encouraged to change and experiment with the content of the museum, much like playing jazz. By collaborating and improvising with other visitors, a key aspect of the music genre is then learned. This gives the visitors a feel for how the musicians perform at any given time.

The goal of this 4-week project was to position branding and promotion materials to reflect the arrhythmic, “out-of-key,” formless, and avant garde aspects of jazz improvisation.