One in a series of case studies highlighting creative projects, imaginative clients, and remarkable results.
The Client:
Middle C Jazz Club wants to add another nuance to Charlotte’s arts and music community with a dimension it hasn’t seen in a while: a jazz club for smooth sounds from local and national acts in a setting with a sophisticated, yet approachable, Uptown vibe. Co-owner Adam Farber is a Charlotte native with a musical family, so his roots run deep here. And just as C is the middle key on a piano where all music starts, Middle C Jazz Club is positioned as a place where anyone who loves music can relax and find a great cocktail, tasty plates, stellar service, and most of all, the kind of music they love.
The Challenge:
The proprietors wanted to keep music the focus of the club, but knew a comfortable, relaxed vibe with great drinks, food, and service immersed in a jazz theme would invite people in and keep them coming back. Branding would be visible on staff and drinkware, yet subtle enough to keep the mood while reflecting the message. Owners also wanted items like hats, shirts, and drinkware to sell, to support the arts and artists who played there, while giving patrons a tangible memento from an enjoyable night out.
The Big Idea:
Dunstan Group worked with Farber to brainstorm staff apparel and aprons that would capture a jazzy vibe, and caps for Baby Grand Membership holders, along with metal membership cards. But the genius of combining branding with music emerged when Dunstan Group and Farber’s team came up with music-themed accessories like drumsticks and guitar picks that were easy, accessible reminders of a great night out on the town.
The Reaction:
“We were given top-notch service and top-notch, quality products from top-notch, genuine folks who cared about our overall personal and business success. The results are a perfect catalyst for bringing together what we are trying to do for our city and in our club.”
-Adam Farber, co-owner of Middle C Jazz Club
Middle C photos by Brian Twitty
