Every year the Kalamazoo Valley Blues Association (KVBA) hosts a three day music festival in downtown Kalamazoo in tribute to blues lovers of West Michigan. With live music from big headliners, the KVBA hopes to continue to be able to show West Michigan the value and influence of the music genre.

Every year the festival is rebranded in hopes to draw attention to newcomers. This year, the board asked for a fresh, and clean look and feel versus their previous years, but still staying true to the emotions and soul within blues music through design, look and feel.