Change is one of the most important and unique aspects to Jazz. Spot improvisation and unrehearsed melody creation is essential to the genre.

New Orleans: Museum of Jazz 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 in this process. 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 to reflect the arrhythmic, "out-of-key," formless, and avant garde aspects of jazz improvisation.