Groove | Strategy, Branding, Art Direction

Groove
Strategy, Branding, Art Direction

Groove is the first online co-working platform for freelancers. Through 24/7 Groove sessions, users can join others in accomplishing their tasks and supporting each others' goals. Groove is for freelancers, entrepreneurs, artists, and everything in between. In building Groove's brand positioning and brand identity, we understood it had to break through market noise and feel a little bit different. Groovy, if you would.

Credits:
Branding + Art Direction: Emunah Winer;
UI/UX + Product Research: Tova Safra;
Copy + Illustration: Netanya Cimone
grooveapp.io

Babble on Talmud is an experimental learning platform delivered via
Youtube, Spotify, and other media outlets every single day for a committed 7.5 years. The channel delivers daily Daf Yomi content spoken by Sruli Rapps, Babble on Talmud's curious, entertaining, and humble founder.

The name "Babble on Talmud" is a play on the channel's literary source: the Babylon Talmud. Get it? Babble-on, Babylon. Say it out loud.

Groove is the first online co-working platform for freelancers. Through 24/7 Groove sessions, users can join others in accomplishing their tasks and supporting each others' goals. Groove is for freelancers, entrepreneurs, artists, and everything in between.

In building Groove's brand positioning and brand identity, we understood it had to break through market noise and feel a little bit different. Groovy, if you would.

Credits:
Branding + Art Direction: Emunah Winer
UI/UX + Product Research: Tova Safra
Copy + Illustration: Netanya Cimone

grooveapp.io

Almost immediately, we recognized GT Flexa as being the perfect font for the Groove wordmark. Like Groove, it stretches and pulls, it adapts to its surroundings, and frankly, it's just fun. The flexibility of GT Flexa became the jumping-off point of the rest of the identity to follow.

Another integral part of Groove's visual story is its shapes. Playing on the idea of adaptability, the shapes grow until the margins of their containers, always stretching to fill their space.

The Never-Ending O's

The never-ending O's are a pretty important extension of the Groove visual language. They continue on and on, never reaching their limit, going until the boundaries of wherever. This visual story reiterates the idea of Groove's understanding of the growing, expanding, and invigorating freelance world. The O's become the primary app icon and a core, repeating visual cue for Groove's brand identity.

The Never-Ending O's

The never-ending O's are a pretty important extension of the Groove visual language. They continue on and on, never reaching their limit, going until the boundaries of wherever. This visual story reiterates the idea of Groove's understanding of the growing, expanding, and invigorating freelance world. The O's become the primary app icon and a core, repeating visual cue for Groove's brand identity.