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GROOOOVE
Brand Identity System

Promotional poster designs

Promotional poster designs - flat artwork

Promotional poster designs - flat artwork

Promotional poster designs - flat artwork

Promotional poster designs - flat artwork

Promotional poster designs - flat artwork

Event ticket design.

Event ticket design - flat artwork

Promotional beermat design - front

Promotional beermat design - back

Commemorative gatefold record sleeve to house the event’s brochure.

Outer and inner cover designs for the gatefold commemorative record sleeve with inner sleeves extending out.

Inner sleeve designs with the vinyl-shaped brochures extending out.

Motion graphics for digital billboards and social media posts.

Motion graphics for digital billboards and social media posts.

GROOOOVE is a flexible brand identity for a Manchester-based festival celebrating record sleeve design. The project explores how a single idea can generate a scalable visual system rather than a fixed logo.

The identity is built around a variable typographic logotype, where shifting ‘O’ widths reference vinyl grooves. Each iteration produces both a wordmark and a corresponding circular symbol, allowing the brand to adapt across formats while remaining instantly recognisable.

The system was tested across print, environmental, and digital applications including posters, tickets, beer mats, vinyl sleeves, and motion assets, demonstrating consistency, flexibility, and real-world viability. The project reflects a system-led approach to branding that balances expression with control.

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MILLIE SEARING

MILLIE
SEARING