Frie Soomers, born in Lier in 1949, was a multifaceted artist whose creative talents spanned a wide range of disciplines. She studied at the renowned Sint-Lucas School of Arts in Antwerp, where she later also returned to share her expertise as a teacher. In her personal artistic practice, Soomers focused primarily on expressive sketches and finely detailed pencil drawings, often capturing everyday scenes and tranquil landscapes with striking realism and sensitivity.

In 1974, Soomers was hired as the graphic designer for the prestigious Jazz Middelheim festival. She developed a distinctive visual identity for the event, which would remain unchanged for fifteen years. Central to her design was an idiosyncratic logo: a clever composition in which musical notes subtly form the initials "JM." This logo quickly became iconic and is still associated with the festival’s rich history.

Soomers’ choice of green tones in the festival branding was a deliberate nod to the lush, tree-filled surroundings of Park Den Brandt, where Jazz Middelheim is held. Her work not only captured the spirit of the festival but also blended seamlessly with the natural beauty of its location.

Today, Frie Soomers’ work continues to stand out for its strength, creativity, and timeless quality.