Case Study: A Commemorative Jazz Concert Poster

We're standing with Flora Purim and Airto Moreira after their concert.

A blast from the past!
While searching for something else, I discovered a set of old photo negatives from a concert project I designed in 2001. Finding those negatives brought back wonderful memories of one of my favorite design assignments.

Even better, I was able to recover the original design file years later—more about that adventure at the end of this post.

The Design Challenge
The assignment was to create a commemorative poster welcoming jazz musicians Flora Purim and Airto Moreira, who were performing a benefit concert for the Sheldon Art Galleries and The Hispanic Arts Council of St. Louis. The event was sponsored by Anheuser-Busch.

At the time, I knew Flora Purim was a jazz musician, but I was unfamiliar with her work. I started researching and looking for inspiration that captured the energy and emotion of her music.

Finding the Right Image
During my search, I discovered a stock illustration of a woman singing. A dramatic shadow covered her eyes and drew attention to her mouth as she sang. The image had mystery, emotion, and a strong connection to the power of the human voice.

I knew it was the right direction.

For the design, I chose a black background—a natural fit for jazz. The dark background allowed the illustration to take center stage and created the dramatic feeling I wanted.

Adding Airto Moreira to the Design

After I completed the first version, my client, Bob, suggested changing the title to include Airto Moreira and adding another visual element to represent him.

Airto was the band’s drummer and Flora’s husband, so I searched for an image that would complement the existing design. I found a drum illustration that blended naturally with the woman’s image and positioned it in the corner.

To add movement and energy, I angled the headline typography rather than placing it straight across the poster.

Printing Choices Matter
The posters were printed on uncoated paper rather than glossy stock. This was an intentional choice.

The musicians would be signing the posters, and uncoated paper provided a better surface for autographs. It also eliminated glare when people were photographed holding the posters after the event.

After the concert, the posters were framed with glass to preserve them.

Gold metallic ink pens were used for the signatures, creating a beautiful finishing touch.

Only a limited number of posters were printed—primarily for the musicians and public relations opportunities.

The posters were a success! Looking back, Bob wished we had printed a larger quantity to sell at the concert.

A Memorable Moment
We were fortunate to attend the concert and experience the music firsthand. After the performance, we had the opportunity to go backstage and meet Flora Purim and Airto Moreira.

They loved the poster—and they gave me a hug!

Wow. That was a special moment I will never forget.

Today, their autographed poster hangs in my living room as a treasured reminder of a wonderful project, a memorable concert, and the joy of graphic design.

A Little Design Archaeology

After finding the old negatives, I wondered if I could locate the original design file.

I fired up our old Mac computer, connected an old Zip disk, and used Retrospect archive software to search through years of files.

And it worked!

Fortunately, the folder contained a PDF that opened without a problem. Sometimes digging through old archives really does pay off.

Ready to Create Your Next Poster?
Whether you need a commemorative poster, event promotion, or branded print piece, thoughtful design can help your message stand out and create a lasting impression.

This poster remains one of my favorite design projects. Visit our Design Archive to see the finished piece.

Contact N-K Creative to discuss your next design project.

P.S. Finding those old files reminded me how much design has changed over the years. From stock illustrations and Zip disks to today’s digital libraries and cloud storage, the tools may change—but the goal remains the same: creating meaningful designs that connect with people.