The Jazzschool was a community music school, providing a quarterly selection of classes and workshops. But when it became accredited to offer a Bachelor’s degree in jazz studies, it was time to reposition them as a more serious institution. Morphist led an exploratory resulting in a new name, the California Jazz Conservatory. We developed a striking new logo, designed by Hélène Côté, and identified a new web address at cjc.edu. The school continued as the CJC through 2024, when it resumed business as the Jazzschool.