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Good Groove

Music & Entertainment

Brand Architecture

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.

Trail Leopards
Trail Leopards

Industry

Entertainment

Client

Good Groove

Year

2023

Collaborator

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