Groove Zone – Logo & Branding

Quick brief

When a duo of event producers from Skopje, N. Macedonia, decided to facilitate their presence in the nightlife of Skopje, they named it Groove Zone. They wanted to organize parties at different bars across the city every weekend. Their approach needed to be interesting enough amongst the young adults who, in the daytime, were studying/working hard and, at nighttime, were ready for some new experiences, different than everything they’d seen up till that moment.

DISCOVERY

Most of my research came from talking to the client and realizing their goals and, most importantly, the style they wanted to convey through their visual identity. Then, I gathered some engaging visuals using Pinterest and Instagram and created my mood boards.

CONCEPT

Based on my research, I decided:

I should use references from urban graffiti alike style with a twist of minimalistic.
The public needs to connect to the design style, meaning the design must be clear and approachable.
The brand should convey a way of coolness and that the parties were a chance to hear some new styles of hip-hop & electronic music (based on the DJ that was playing).

I explored several ways of working the idea of the groove zone and what it should mean, simultaneously making the alternative music world more approachable. I presented 3 visual identity paths through mood boards with brief graphic explorations.

VISUAL IDENTITY

Of the three paths I presented, the client chose “Groove Agents” – graffiti and urban-like style inspired by the alternative and underground world of hip hop. Since the logo and color palette were approved, this definition paved the way for the visual language. The idea of the logo (two agents) that abstractly represented them, two rebellious guys who wanted to make a change in this dull nightlife environment. This rebellious approach was implemented in the other visual/promo material.