Over the past five years, Goa Jazz Academy (GJA) has cultivated a vibrant community of musicians, students, and music lovers in Goa. Through student performances and Saturday jams, GJA has become a central hub for this growing community.

The Academy’s new identity, now commonly known as GJA, introduces a fresh and dynamic visual system that embodies its spirit. Typography plays a key role in this rebranding, blending graphic shapes with bold type to create a distinctive GJA aesthetic.

The new identity uses a system that is made up for four possible orientations of the letters -  inspired by the interplay between structure and improvisation inherent in jazz - a dynamic identity that creates a playful and vibrant visual system. The brand was extended across various formats - from their website to onground events.

As part of the brand refresh, a series of three shorts was produced by Switch, each featuring a unique interpretation of the GJA signature tune. The new design reflects the energy and spirit of GJA, drawing inspiration from the interplay between structure and improvisation inherent in jazz. This dynamic identity creates a playful and vibrant visual language that resonates with the essence of the Academy.