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Good Groove

Brand Identity

Music & Entertainment

Illustration

Good Groove is a Sydney-based events company redefining Australia's underground nightlife through a distinctive visual identity rooted in vintage illustration. Blending nostalgic aesthetics with contemporary music culture, the brand has carved out a recognisable presence within an increasingly saturated events landscape, using character-led storytelling to create an identity that feels both timeless and unmistakably its own.

Industry

Entertainment

Client

Good Groove

Year

2023

Strategy

To give the brand a personality beyond the dancefloor, Good Groove commissioned a cast of three original mascots, each illustrated in a classic rubber-hose animation style. Elpy, a personified vinyl record, celebrates the brand's commitment to analogue DJ culture; Housy, a cheerful pink house character, pays tribute to the genre at the heart of its events; and Eckie, a bright yellow smiley, playfully nods to rave culture while embodying the euphoric energy, connection, and joy that define the Good Groove experience. The characters are brought together through a hand-drawn wordmark created for Good Groove's flagship event, Carpark Boogie. Appearing across social media, posters, merchandise, and event collateral, the illustrated system gives the brand a distinctive visual language that has become instantly recognisable across New South Wales' underground music scene.

To give the brand a personality beyond the dancefloor, Good Groove commissioned a cast of three original mascots, each illustrated in a classic rubber-hose animation style. Elpy, a personified vinyl record, celebrates the brand's commitment to analogue DJ culture; Housy, a cheerful pink house character, pays tribute to the genre at the heart of its events; and Eckie, a bright yellow smiley, playfully nods to rave culture while embodying the euphoric energy, connection, and joy that define the Good Groove experience. The characters are brought together through a hand-drawn wordmark created for Good Groove's flagship event, Carpark Boogie. Appearing across social media, posters, merchandise, and event collateral, the illustrated system gives the brand a distinctive visual language that has become instantly recognisable across New South Wales' underground music scene.

Deliverables

Brand Identity, Illustration

Brand Identity, Illustration