jazzartz brand book

L OS ANGELES NEW YORK dubAi MONtREux AMStERdAM COpENhAGEN tOKYO

Jazzartz.com

H H i s b o o k i s c o n t i n u a l ly u p d a t e d .

t o V i e W a n o n l i n e V e r s i o n g o t o :

w w w . i s s u e . c o m / j a z z a r t z

o r s c a n t H i s c r c o d e :

F o r a d o W n l o a d a b l e V e r s i o n g o t o :

w w w . B o X . N e t / j a z z a r t z



Jazzartz.com

facebook.com/jazzartz twitter@jazzartz

Brand Book Presentation: Version 1.0 / 04.01.2012

created & developed by chemical brand design / Vine gerard, creative director

[email protected] / [email protected]

proceeding concepts + originl graphics © 2012 JaZZartZ® llc

Jazzartz® studio West: 6767 sunset boulevard Hollywood, ca 90028

Jazzartz® studio 52: 250 West 52nd st new york, ny 10019

tM

®

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p u R p O S E

T his book is a business plan for a new company called

JAZZARTZ. The book is straightforward in it’s 3 part structure:

Vision The concept of the company. strategy How we intend to realize our concept. execution The graphic visualization and execution of the strategy.

t h E b i G i d E A

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t h E b i G i d E A

The Vision

I n the mid-20th century jazz music ruled

the music charts and our culture. It also inspired a generation of artists, photographers and

graphic designers to develop a looser, moodier style of visual expression. This evocative

approach to the artwork, now largely lost to history and technology, is rarely seen in today’s

world of digital downloads.

JAZZARTZ is going to reproduce, market and distribute this art in the form of limited edition

prints and also develop innovative and creative approaches to appropriate the work in new ways for

the contemporary marketplace.

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W h O W E A R E

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W h O W E A R E

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The Vision

e’re a publisher, art gallery, design studio,

and brand design management firm representing the finest creative talents of illustration, graphic

design and photography from the classic American jazz era. At JAZZARTZ we...

PuBlisH Fine art prints and limited edition fine art pieces. Market Retail and exhibition spaces offering the products we develop. create Design studio developing consumer products based on the original artist’s vision. deVeloPUpdate the original artist’s vision with new technologies, fresh marketing and branding ventures.

W h Y W E E x i S t

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W h Y W E E x i S t

The Vision

W e exist to revere, retain, reveal, re-interpret,

and revitalize the art and design of the mid-20th century Classic American Jazz Period masters.

reVere We honor the history, style, content and subject matter. retain We work with the estates & families of the greatest talents in the genre. reVeal We market to aficionados and enthusiasts but strive to put forth a new audience. re-interPretWe update and refresh the original artist’s vision with new technologies, media and technique.

reVitalizeWe strive to make these great artists more appreciated, revered and collected than ever before.

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O u R A S p i R A t i O N

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O u R A S p i R A t i O N

The Vision

O ur aspiration is to exhibit the finest of

the genre, represent a sizable collection of their best work and earn a reputation for:

suPerior Quality

excePtional serVice

discerning taste

exPert knowledge

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C O R E vA L u E S : W h A t W E d E E p L Y b E L i E v E

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C O R E vA L u E S : W h A t W E d E E p L Y b E L i E v E

The Vision

W e deeply believe we’re on a historic personal

journey to not only preserve the American cultural past, but help move it forward into our future.

“For me this is an emotional journey that reaches into history to educate

and enlighten today, and build relevance into the future. This brand is

a quintessentially American story – here we have this lyrical language –

written mostly by immigrant Jews – elevated to high art – mostly by African

Americans and embraced by a mostly white Chrisian audience. Nowhere

else but in America during the twentieth century could jazz have happened.

And nowhere else but in America could all the pieces come together for a

New York street kid to live a dream and introdce the art of this craft to a

global audience”.

- Vince Gerard

Jazzartz Founder & Creative Director

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Jazzartz founder Vince Gerardwith two of his favorite pieces from his personal collection: WNEW New York vintage subway posters.

j A z z A R t z f O u N d E R

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j A z z A R t z f O u N d E R

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The Vision (ary)

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ince Gerard is the founder and creative

director of Jazzartz, LLC. As an art director, graphic designer and writer for over 20 years,

he’s worked with many of the worlds premier brands on both the agency and corporate sides.

These brands include Mattel, Estée Lauder, L’Oréal, Chanel and Guggenheim Museums.

This extensive experience has not only cultivated a high creative aesthetic, but also an informed,

insightful global business perspective with regards to branding, media and manufacturing.

“Born and raised in Brooklyn to blue collar immigrant parents, our

home was always immersed in the sounds of the Great American Songbook.

We had a huge GE console stereo my dad bought on layaway in he late sixties.

Either LP’s played or the radio was tuned to the fabled WNEW AM. Through

eras of Rock, Motown, Disco, Punk and New Wave, the incomparable melodies

of Sinatra, Fitzgerald, Holiday & Bennett remained steadfast. And I loved it.

And what I love about the concept of JAZZARTZ – and what drives me to

succeed at this endeavour – is that the concept intersects several of my passions –

art, design, photography, history and The Great American Songbook. And my

extensive marketing experience prepares me for building this brand”.

Vince runs the creative brand consultancy Chemical Brand Design and splits life between homes in New York City & Laguna Beach, CA.

M A R K E t R E A L i t Y & p O t E N t i A L

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M A R K E t R E A L i t Y & p O t E N t i A L

A diverse and comprehensive collection of

the genre does not exist – either gallery housed or private exhibit. A major exhibition, retrospective

or auction has never been organized. The definitive book or catalogue raisonné does not exist.

And certainly no single dedicated gallery has brought together the artists, photographers and

graphic designers of the genre under one collection and established itself as the “go to” gallery

of the genre. There are few “ Jazz Art experts” that we know of.

Although the cultural legacy and popular influence of the genre is indisputable, it remains largely

ignored by the art establishment. Although unacknowledged by the cognoscenti and market-

makers (which we think is a good thing for us) we know there is an appreciative and passionate

audience who cherish and admire the work. We believe the collective global audience, though

admittedly niche, forms a market substantial enough to be financially lucrative.

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The Vision

gallery Marketing agency PuBlisHer

Metroframe

O u R M A R K E t E d G E

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gallery Marketing agency PuBlisHer

O u R M A R K E t E d G E

W e have 2 key advantages over competition:

self PuBlisHing tecHnologies

Our printing hardware allows us not only to control cost and quality (we’ve cultivated a

great eye for quality over the years working with high-end beauty photography), but also

to print on demand – no inventory or “unsold” product. This also gives us the freedom not

to offer sales or discounts due excess inventory.

In addition, we’re working on partnerships with fine art publishers (such as Gemini G.E.L.)

to develop expert high quality limited editions with traditional techniques. We’ll offer

higher price point fine art such as etchings, screenprints and sculptures by summer 2013.

in-House Marketing agency exPertise

It doesn’t matter how good the product if nobody knows about it. We’re experts in marketing,

branding, media and public relations. This not only is a major economic savings, but affords

a high level of brand image quality – a distinct advantage for an image oriented business

marketing high price point retail items online.

The Strategy

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f i N E A R t G A L L E R Y

M A S S R E t A i L

u p S C A L Eh O M E d E C O R S p E C i A L t YR E t A i L

$ 2 5 , 0 0 0 .

$ 4 , 9 9 9 .

$ 9 9 9 .

$ 2 0 .

HigH / “ultra-luxury”Limited editions printed on archivally treated silver-gelatin paper. Signed and numbered by the artist.

low / “Mass”Mass produced lithographsprinted in China.

MediuM Plus /“affordaBle luxury”Limited edition Gliclée on museum quality Hahnemühle fine art paper. Framed with archival materials from Metroframe. Estate Stamped. Price dependant on size and edition number

p R O d u C t p O S i t i O N i N G & S t R A t E G Y

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p R O d u C t p O S i t i O N i N G & S t R A t E G Y

The Strategy

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T he “art gallery” world is a volatile personality

cult business we’re not interested competing . It’s very expensive because it’s crowded, competitive

and pretentious – and all that costs a lot of money. We’re more interested in putting our money

in the product and offering a very high quality with reasonable profit margins.

We leave pretense at the door and our decided business model is strictly the interior design and

decorating market. “How will this look above the couch?” is the end-of-the-day problem we offer

solution. In addition, we understand that the very high end client wants original artist signed prints.

We simply can’t offer that with our business model. We want to piss the art world off, not join it’s

absurd ranks. We’re only interested in impressing clients, not the consignetti.

b R A N d p O S i t i O N i N G & M E d i A S t R A t E G Y

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b R A N d p O S i t i O N i N G & M E d i A S t R A t E G Y

B rand positioning for JAZZARTZ is very

different from our product positioning. We understand that our prints will not be viewed

as financial investments – they are EMOTIONAL investments. Our clients have no intention of

re-selling or flipping their art. Our clients love the music and simply want that represented in

their home. They’ll cherish this art and not see them as commodity. We’re the adult equivalent

of a teenager’s rockstar poster strategically taped to the wall of their bedroom. And we have no

problem with that. HOWEVEr (spelled purposely in capital letters) the image of our brand will

be on par with the finest of high-end art galleries selling works in the millions of dollars. And

our thoughtful packaging and provenance program will give the client a feeling of being in those

ranks. We understand ego-stroking and unadbashidly offer that not only for the sales we make,

but the future sales it induces and the word of mouth it generates.

The Strategy

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t h E O p p O R t u N i t Y

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t h E O p p O R t u N i t Y

I

The Strategy

ntelligently branded and discerningly

marketed, we believe their is opportunity to easily and quickly position JAZZARTZ as not

only a market leader, but the market mover. And this will lay the foundation for us to extend

the brand limitlessly into new markets and endeavors.

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O u R b R A N d d N A

Heratige

aMerican

eMotiVe

classic

enduring

lyrical

Quality

style

knowlege

current

liMited

green

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The Strategy

hese are the values and attributes we honor

highest. This is the stuff we are made of that will build our brand and drive success. These

qualities will be exemplified always when working with clients, business partners and building

a collection of art that is unmatched. They will be embodied in all touch points of our business.

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Heratige

aMerican

eMotiVe

classic

enduring

lyrical

Quality

style

knowlege

current

liMited

green

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HeritageJazz is recognized around the world for its rich cultural heritage rooted in the American experience. We must dignify that history.

aMericaJazz is the only truly original American art form. As the world’s most creative and innovative country, that resonates deeply with us.

eMotiVeJazz is about expressing emotion. Brands are too – we get that connection.

classicClassics are said to be such because they are eternal. We strive to endure as a brand and we’ll make every effort only to produce products and provide services that have potential for “classic status”.

enduringGreat art and music endure – inspired by both, we’ll strive for the same.

MelodicLike jazz music, great brands too should be harmonious in all their parts.

QualityWe will always provide the finest quality in both production and creative content.

styleJazz is also image-centric. And it’s always best when done with style. Our style will always be jazz-centric, but always relevant to contemporary design style.

knowledgeWe know we can walk the walk, but we have to talk the talk too. We know being very knowledgeable experts in what we sell is an added value proposition that clients appreciate.

currentNot only will we bring the art to 21st century relevance but our production facilities and production techniques are, and will remain, state-of-the-art.

liMitedWe believe in the value of a focused collection with limited production.

greenOur products, packaging and policies are always environmentally friendly.

C O N S u M E R p R O f i L E / t A R G E t d E M O G R A p h i C

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C O N S u M E R p R O f i L E / t A R G E t d E M O G R A p h i C

The Strategy

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Male 38-52

urBan Professional

well educated

one Percenter

stylisH

inforMed

well traVeled

C R E A t i v E p L A t f O R M

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C R E A t i v E p L A t f O R M

D

The Strategy

evoted to our brand DNA, which is the

emotional foundation of our brand, the creative platform is the rational cornerstone we’ll

base the execution of all marketing & Pr, business partnerships/strategic alliances, CrM

and B2B touch points.

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C R E A t i v E p L A t f O R M ( C O N t . )

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C R E A t i v E p L A t f O R M ( C O N t . )

T

The Strategy

here is absolutely nothing about this brand

that feels “nostalgic” or “retro” to me – and those sensibilities are definitely not what I want

the brand to look and feel like. I always got an uneasy feeling when I see jazz performers

dressed in retro style. Or a tune played out today the same way as by a Sinatra or a Stan Getz

years ago To my sensibilities that always felt more defeatist than deferential. True classics

never go out of style because they are always in style. And they are always in style because

they remain relevant and forward thinking. And that fuels fresh ideas and growth. I’m highly

influenced by fashion and I’ve focused my career on fashion branding, so I cannot help but

make analogies to that industry; the venerable Louis Vuitton brand – at over 150 years old –

is as modern as ever because they’ve remained as innovative as hell in all brand aspects and

partner with only the best creative talent – while remaining true to their heritage. And not only

do they always do it with forward thinking sensibilities, they do it always with impeccable

taste.

It’s learning from brands such as LV that I’ve extrapolated these 5 point key points:

Stay true to the heritage.

Create your own relevance.

Do it with good taste and quality.

Technique and details matter.

Talent rules.

– Vince Gerard, Jazzartz Founder & Creative Director

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5 p O i N t S t R A t E G Y ( i N C A S E Y O u M i S S E d i t L A S t p A G E )

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5 p O i N t S t R A t E G Y ( i N C A S E Y O u M i S S E d i t L A S t p A G E )

The Strategy

1. stay true to tHe Heritage

2. create your own releVance

3. do it witH good taste and Quality

4. tecHniQue and details Matter

5. talent rules

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CREAtivE pLAtfORM iN v iSuAL ExECutiON

4 1


The Strategy

Heritage

By staying the course and respecting the jazz heritage, we’ll remain focused in:

BuSINESS PLATFOrM

BrAND POSITIONING

MArkETPLACE AWArENESS

PrODuCT kNOWLEDGE

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The Strategy

creating releVance

It’s important we’re not perceived as a “historic” or “nostalgia” brand that only works well with

retro style interiors or jazz nightclubs. We want the art to be perceived as fresh and hip as 50 years

ago. The following are 2 key initiatives to curtail a “retro” perception:

kEY SEASONAL DrIVErS

Fashion moves ahead of the curve and drives what’s “hot” in ID & decorating several months

down the road. For this reason, we’re introducing seasonal collections that follow fashion trends.

When the influence hits the decorating world, we’ll be ready.

Those same trends take a couple of seasons to reach the art world, and when they do, we’d have

already done it and moved on. This will fuel the perception of JAZZARTZ being an innovative

vanguard entity. With this idea as a concept driver, we’ll offer key seasonal works of short run

limited editions that dovetail in theme and color palette to the fashion trends equivalent. We’ll

offer them in a seasonal catalog exclusive to the trade and mailing list customers. The catalog

will be available in electronic formats for computers and mobile devices.

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CREAtivE pLAtfORM iN v iSuAL ExECutiON CREAtiNG RELEvANCE pARt 2

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The Strategy

PrODuCT PrESENTATION

Again, to avoid the trap of nostalgia, we’ll build a portfolio of interiors photography that

will showcase out art only in contemporary luxe settings with only the freshest leading edge

furniture and sexy youthful models. We’ll only advertise and work with the coolest

shelter magazines and upscale progressive retailers.

ExAMPLES INCLuDE:

Furniture/Industrial Design

Philippe Starck

Marcel Wanders

Karim Rashid

Interior Design & Decorating

Jonathan Adler

The Candy Brothers

Kelly Wearstler

Shelter Magazines

Wallpaper

Elle Decor

Dwell

Retailers

DWR

Room & Board

Moss

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The Strategy

PrODuCT PrESENTATION IN FrESH CONTExT

Here’s a marketing innovation for an art gallery: We’re sending out daily Tweets and Facebook

postings showing our art in context with the latest home furnishings and interior design concepts.

We believe it’s with new concepts and fresh ideas like this – in conjunction with social media and

technology – we’ll not only remain fresh and aspirational and increase awareness, but do it with

cost effectiveness and maximum global exposure to a target audience.

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The Strategy

good taste & Quality

Good taste attracts. Quality retains.

The good taste part is simple – our collection only represents great talents.

So it’s imperative our quality finest. We guarantee images produced like they’ve never been seen

before. Art is colorfully brilliant, crystal clear, sharp and modern. Images look fresher than they

did 50 years ago - today’s superior production and printing technology allows for this. Our limited

edition giclée prints are of the highest quality – it’s in the details:

SCANNING

We start with a great scan. Our Epson Expression 10000xL is the best flatbed scanner made.

It captures 2400 dpi resolution with superior image processing, color enhancement & depth,

shadow detail and pinpoint registration. It’s the perfect scanner for our needs (scanning mostly

vintage records).

PrINTING

Our Epson Stylus Pro 9900 printer represents the highest level of pigment ink technology.

utilizing ten colors, it produces the widest color gamut ever designed and dramatically raises

the level of print quality to set a new benchmark standard for photographic reproduction.

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au t H o r i z e d

“ F L I P W A I L S ”

artist: David Stone Martin

suBJect: Flip Phillips

date: 2012 reissue circa 1957

MediuM: Giclée on Hahnemühle 500 gsm fine art museum paper

edition: 12/100

ProVenace: www.jazzartz.com/flipwails/12

CE

RT

IFIC

ATE OR AUTHENT

ICIT

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RED S M F W .1 2.1 0 0

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The Strategy

tecHniQue and details Matter

PrINT MEDIA

We use only digital papers manufactured by Hahnemühle Fine Art. For over 420 years this

German papermaker has made only the finest fine art papers. And today their papers combine

the precision of digital print media with the wonderful grace of genuine artist papers made in

a traditional way.

FrAMING

We look at framing as an extension of the art and we’re very particular about frames and matting.

using all archival materials and uV block glazing, we offer only what is exclusively designed for

each work on an individual basis.

PACkAGING

All works are shipped in exclusive custom packaging that includes a COA custom to the owner. The

provenance information will also be recorded and available online. We also provide a full history

and context of the work. These are supplied digitally as well as hard copies. And when applicable,

the album music in digital format will also be included. Every package we send is special and

tailored to the art and the owner – they’ll immediately connect.

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The Exicution

talents

This is easy and goes without saying. We’re going to assemble the greatest talents of the genre

for our collections. We only offer excellence for a discerning clientele.

Turn the pages for excellence.

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c l a s s i c a M e r i c a n J a z z a r t & d e s i g n

JazzartzPrestents

d aV i d s t o n e M a r t i n

DaviD Livingstone Martinwas the most influential illustrator of jazz record albums. DSM defined the look

of jazz with his signature ‘nervous’ line style and modernistic sense of graphic design.

Both prolific and in demand, he illustrated approximately 400 album covers.

t h E i N f L u E N C E R

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J i M f l o r a

JaMes “JiM” FLorais best known for his distinctive and idiosyncratic atomic age album

covers for Columbia and rCA featured grotesque yet comic Picasso-like

figures rendered in a cartoonish, two-dimensional panic.

t h E i d i O S Y N C R A t

JazzartzPrestents

77

aLexanDer steinweisssinglehandedly invented album cover art. Starting around1950,

Steinweiss did the covers and record labels for remington and began

a more than 20 year association with both Decca and London records.

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a l e x s t e i n w e i s st h E i N v E N t O R

JazzartzPrestents

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burt goLDbLattwas an instrumental force in shaping the style and sensibilityof the cool

jazz era – employing film noir-influenced photography, expressionistic

portraits, and abstract imagery to capture the jazz world.


B u r t g o l d B l a t tt h E C O O L E S t

JazzartzPrestents

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saDaMitsu “s. neiL” FuJitaused avant-garde painting and photography to create some of the

most striking album covers of the 1950s, and also designed the visually

arresting book jackets for “In Cold Blood” and “The Godfather”.


s . n e i l f u J i t at h E i N N O vA t O R

JazzartzPrestents

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wiLLiaM CLaxtonused his charm to lure jazz musicians from their dark, smoky natural habitat

to pose on sunny beaches and carousels. He made stunningly intimate images

of legendary loners like Chet Baker and Frank Sinatra.


w i l l i a M c l a x t o nt h E C h A R M E R

JazzartzPrestents

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HerMan LeonarDnever set out to document the birth of bebop, though he wound up doing just that.

He was simply a young jazz lover whose camera gave him entree into the many

New York clubs whose cover charges he could not afford.


H e r M a n l e o n a r dt h E i C O N O C L A S t

JazzartzPrestents

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wiLLiaM PauL gottLieb indelibly defined what jazz looked like in a brief, magical time

when both early legends like Armstrong and Ellington and the emerging

beboppers ruled the bandstands and radio waves.


w i l l i a M g o t t l e i Bt h E O R i G i N A L

JazzartzPrestents

p R O d u C t i O N S t u d i O

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The Execution

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p R O d u C t i O N S t u d i O

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The Execution

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he facilities are in place to reproduce high

quality artworks. Our hardware inventory includes:

PrINTING: Epson Stylus Pro 9900

SCANNING: Epson Expression 10000xL Photo Scanner

COMPuTEr HArDWArE AND SOFTWArE:

Mac Pro with 27-inch Apple LED Cinema Display, MacBook Pro, Wacom Intuos4 Tablet,

Adobe CS 5, Epson ColorBurst, Varios Color Calibration and Correction Hardware &Software

ExPErIENCE: 20 years color correcting/retouching experience with major beauty companies

FrAMING & MATTING: Wholesale deal with Metroframe.com

SHIPPING: Discount Preferred Merchent Programs arranged with uline (packing supplies)

and FedEx & uPS (Shipping).

G R A p h i C b R A N d i N G

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b R A N d d E S i G N t O N E & M A N N E R

G R A p h i C b R A N d i N G

L O G O d E S i G N S Y S t E M

Jazzartzclassic aMerican Jazz art & design

C O L O R p A L L E t t E / d E S i G N p A t t E R N S

C O L O R p A L L E t t E / d E S i G N p A t t E R N S

CuRRENt Exhibit

dAv id StONE MARtiN

jiM fLOR A

ALEx StEiNWEiSS

buRt GOLdbL Att

NEiL fujitA

W iLLiAM CL AxtON

hERMAN LEONARd

W iLLiAM GOttLiEb

2 4 H O U R C L I E N T S E R v I C E S : S m S : “ j A z z A R T z ” • 8 7 7 j A z z A R T zS I g N U P

S I g N I N

classic aMerican Jazz art + design

LOS ANGELES NEW YORK dubAi ShANGhAi MONtREux AMStERdAM COpENhAGEN tOKYO

HoMe artists sHoP your account aBout contact

fEAt uREd Exhibit

W I L L I A m C L A X T O N

C H E T B A K E R R E d U X

5.1 -7 .15 2012


CuRRENt Exhibit

dAv id StONE MARtiN

jiM fLOR A

ALEx StEiNWEiSS

buRt GOLdbL Att

NEiL fujitA

W iLLiAM CL AxtON

hERMAN LEONARd

W iLLiAM GOttLiEb

S I g N U P

S I g N I N

2 4 H O U R C L I E N T S E R v I C E S : S m S : “ j A z z A R T z ” • 8 7 7 j A z z A R T z

LOS ANGELES NEW YORK dubAi ShANGhAi MONtREux AMStERdAM COpENhAGEN tOKYO

fEAt uREd Exhibit

d A v I d S T O N E m A R T I N

T H E g R A N z S E S S I O N S

8.1 -10 .15 2012

HoMe artists sHoP your account aBout contact

b A N N E R A d S



Jazzartz

classic aMerican Jazz art & design

Jazzartz


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artist: David Stone MartinsuBJect: Flip Phillips

date: 2012 reissue circa 1957MediuM: Giclée on Hahnemühle 500 gsm fine art museum paper

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