The Jazzschool was a community music school, providing a quarterly selection of classes and workshops for motivated students. But when the school got accredited to offer a Bachelor’s degree in jazz studies, it was time to reposition them as a more serious and competitive institution. Morphist handled an exploratory which led to selection of a new name, the California Jazz Conservatory. We developed a striking new logo, designed by Hélène Côté, and found a compact new web address at cjc.edu. The brand restage has helped pave the way for major contributions and expansion to a larger campus.