BRAND DESIGN
GROOVE NOVA
2024
Groove Nova was a design brief focused on creating a distinct visual identity and brand system for a fictional disco-house music festival. The task involved developing a cohesive design language that could extend across multiple touchpoints, including posters, magazines, merchandise, and a detailed site plan near the MCG. The direction was inspired by the retro-futuristic energy of artists like Daft Punk, blending nostalgia from the disco era with the sleek visual rhythm of modern electronic culture
KEY OBJECTIVE
The core objective was to capture the atmosphere of a vibrant, rhythmic festival and translate it visually through bold design choices. Groove Nova aimed to connect with a young, design-savvy audience who value both music and aesthetic experience. Visually, the goal was to balance structure and chaos, reflecting the pulse of electronic sound through grids, light, and movement. Consistency across branding elements was essential, ensuring the festival could feel unified whether viewed through a poster, wristband, or large-scale stage environment.
THE DESIGN
The final design direction embraced a luminous gradient palette, geometric patterns, and dynamic typographic compositions that echoed the rhythm of sound waves and light shows. The magazine layout, festival poster, and on-site branding were all tied together through a consistent visual system that felt energetic yet controlled. The outcome captured Groove Nova’s essence, merging retro disco nostalgia with futuristic optimism to create an identity that feels alive and unforgettable.
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