INDUSTRY:
GRAPHIC DESIGN
CLIENT:
GROOVES FOR GOOD
TIME:
8 WEEKS
SKILLS:
FIGMA, 3D, ILLUSTRATOR & PHOTOSHOP
Grooves for Good
about.
Grooves for Good is a wellness-focused event brand that celebrates nightlife while addressing the emotional lows that follow, what we call the post-party blues. Built in memory of a friend, the project balances the euphoria of late-night dancing with the care of next-day recovery through yoga, brunches, and walks.
This visual identity and brand system was designed to embody joy, care, and community. It blends bold nightlife energy with calm, grounding wellness aesthetics—offering a brand that doesn’t just entertain but supports emotional wellbeing.
challenge.
Nightlife brands often focus on the party, rarely the aftermath. The challenge was to create an identity that:
Honours both sides of the experience—celebration and reflection
Appeals to a student and young adult audience
Works across digital and social media touchpoints
Feels vibrant enough for a rave, but calming enough for a post-party yoga class
The brand needed to support both community and visual clarity, while remaining flexible across flyers, merch, social content, and future campaigns.`
result.
The final output is a fully realised brand identity system including:
Visual System
Logo with flexible lockups (icon-only and icon+wordmark)
Typography pairing: Shrikhand for bold, expressive headlines and Montserrat for clarity and accessibility
A three-level type hierarchy to maintain visual rhythm across layouts
Vibrant colour palette (Apricot, Pistachio, Teal) paired with deep, emotional backdrop tones (Electric Indigo, Jungle Calm, Forest Still)
Graphic Language
Radial and diagonal gradients with subtle noise textures for a tactile, digital feel
Illustrated wellness figures in brand teal used sparingly for warmth and character
Strong guidelines for logo use, overlays, imagery, and contrast to maintain brand integrity
Social Media Templates
Designed for Instagram carousel posts, each flyer blends gradients, blurred imagery, and texture overlays
Flyers promote both party nights and post-party wellness events with a clear visual transition between the two energies
Impact
Grooves for Good invites a new kind of nightlife—one where community, self-care, and celebration coexist. It redefines the afterparty not as a crash, but as a continuation of connection.
testimonial.
Fraser has been an absolute legend to work with from start to finish. We set out our requirements and he had no problem in understanding the task in front of him, as evidenced by the end product - which is just fantastic. Couldn’t be happier. Highly recommend.
Matt Kirk
Co-founder of Grooves for Good
