Towards the end of the the first season in Jazz at Lincoln Center's new venue, the luster of being in a new theater was wearing off and the ticket sales were getting slower. The organization was then faced with the task of having to sell a whole new season of jazz to a New York audience that was much more interested in going to a hole-in-the-wall club than they were in attending a concert in a fancy large theater in the posh part of town. In order to make jazz seem more relevant, and too better communicate the true experience, we had to tap into the emotional benefits of attending a Jazz at Lincoln Center concert. We worked with the musicians to better understand the soul of the music and we learned that when jazz is played at its very best, musicians referred to it as "Killin." We developed a campaign around the idea of "When Jazz is Killin, You Feel More Alive Than Ever!" Then we developed a graphic approach that combined black & white photography with bold gestures of hot pink typography that expressed the feeling of live music across all of the different season materials.