Groovebox
Expanding dance territory
Groovebox is a Dutch dance event that grew from a small party in one of the more remote parts of the country to a household name serving house beats in several big cities in the Netherlands. Because of their expansion into new territory they reached out to me to work on a revised visual identity including separate colorways for each city they would host a new party in.
Logo Design
Unused proposals
I worked out a lot of different ideas in different styles. This led to the decision to style Groovebox more as a slick, sophisticated house party. That’s why I went for a chrome monogram as the main graphic. Something clean and recognizable, even when translated into different colorways.
Final product
Animation
Accompanying the logo I also created abstract visual elements to use for the promotional videos on social media. I didn’t want to take away the main purpose of the video: to show people what the vibe is at a Groovebox party. That’s why the visual elements are only popping up in the corners; to translate the visual branding into the videos without being in the way of the videos itself.
Groovebox Festival
The success of Groovebox didn’t end in multiple cities. In the month of august they hosted their very first outdoor festival which was a huge success. For this festival I made an animated poster which I later translated into posters and signing.