The NN North Sea Jazz Festival is one of the world’s largest and most loved jazz events. North Sea Jazz sought to refresh its visual identity, the intention: to move with the times; better reflect the diversity of its program – encompassing everything from jazz and fusion to hip hop, world and R&B. With its origins in motion design, the new visual identity is driven by a sense of rhythm and movement – celebrating the unique energy of live music performance. We developed a custom code to animate text for motion and still applications, creating a dynamic type-led tone. Debuted in promotional campaigns, the new style is a fine example of how typography and motion design can play a key role in the creation of visual identities, as well as their dissemination across different media.