Duke’s District is a concept design for an annual multi-day jazz festival created as a mock campaign for Destination DC. Named in honor of DC native Duke Ellington, the festival aims to drive tourism, celebrate local Black musical heritage, and establish a fresh cultural anchor for the city. The central strategic challenge of the brief was designing an identity that was capable of appealing to jazz enthusiasts, DC locals, and tourists while balancing historical reverence with modern, energetic event branding. A lot of my design choices regarding layout, fonts, and graphic elements were inspired by vintage jazz posters and album art. The final brand system treats Duke’s legacy as a living, dynamic energy that radiates the streets of DC today.