The Groove is a 4-week dance party competition designed to bring a city together, even while apart.
With a typographic nod to the 60s and 70s, its visual identity begs to move and change over the course of the competition.
In collaboration with J6
Without conventional rules attached to usage, the logo visually signals music genres, eras, and song context. Eliciting movement, laughter, and excitement during an otherwise serious moment in our history.