Carolina Jazz Ensemble

Creating a digital stage for a luxury jazz experience

The Carolina Jazz Ensemble had previously been represented within the founder’s personal artist website, making it difficult to establish the ensemble as its own premium brand. The new website needed to create a dedicated presence that showcased their performances, communicated the range of their services, and made it easy for prospective clients to learn more and inquire about bookings.

Working closely with the client, I designed and developed a responsive website that combines refined visuals, clear content organization, and a streamlined booking experience. The site was structured to support audiences across luxury hospitality, corporate and private events, weddings, education, and international cultural performances—while giving the ensemble a stronger foundation for continued growth.

Industry

Luxury Entertainment, Live Music

My role

Creative Direction, UX Design - research, IA, wireframing & prototyping

Deliverables

Sitemap, Wireframes, Prototype, Visual Design

Tools

Figma, Squarespace

Design Process

1. Discovery & Research

Audited competitor sites, mapped audience expectations, and defined the positioning gap between where the ensemble was and where they needed to be digitally.

2. Information Architecture

Organized the site to tell the ensemble's story — from who they are and what they offer, to how they perform and where they've appeared — with each section earning the next scroll.

3. Wireframing & Prototyping

Lo-fi wireframes in Figma established layout logic and content hierarchy. A mid-fi prototype was reviewed with the client before any visual design began.

4. Visual design

Inspired by luxury hospitality and editorial design, the visual language emphasizes elegant typography, immersive imagery, and intentional spacing — creating a polished first impression for event planners, venues, and private clients.

A top view of the cover and inside pages of a diabetes booklet, cover shows a doctor with patient

Building a brand presence

The website was designed from the ground up to position the Carolina Jazz Ensemble as a premium entertainment brand. Inspired by luxury hospitality and editorial design, the experience emphasizes elegant typography, immersive imagery, and intentional spacing to create a polished first impression for event planners, venues, and private clients.

An animated gif of a tv screen on a wall showing a few screen designs for patients and staff

Guiding the user journey

Rather than simply presenting information, the site was organized to tell the ensemble's story—from who they are and what they offer to how they perform and where they've appeared. Clear navigation, focused messaging, and strategically placed calls to action help visitors confidently move toward booking an event.

Bringing the Performance Online

Because live music is best experienced visually, the media experience became a central part of the website. Dedicated pages for performances, videos, and photography allow prospective clients to experience the ensemble before making an inquiry, helping build confidence and showcase the atmosphere they create.

Outcome

A dedicated digital home that supports future growth

The final website gives The Carolina Jazz Ensemble a dedicated digital home that reflects the professionalism of the group and supports future growth. It establishes a scalable foundation for Phase 2, which will include a complete brand identity and logo redesign.

View live site

Highlights

Designed and developed a responsive website from concept to launch
Created a premium digital experience tailored to luxury event clients
Improved how the ensemble communicates its services and story online
Continuing the partnership with a Phase 2 brand identity project

Testimonial

"From the very beginning, Andrew made me feel confident I had made the right choice. What stood out most wasn't just the quality of the final website—which exceeded my expectations—it was how incredible he was to work with. He was prompt, proactive, organized, and communicative. We accomplished more in two weeks than I had managed in an entire year on my own, turning five years of building my music career into a website I'm genuinely proud to share with the world. I would recommend him without hesitation."

Riley Rae

Founder, Carolina Jazz Ensemble