DesignGroove
Visit websiteDesignGroove is an Arizona design agency focused on web development. I created its visual identity and brand guidelines, with a wordmark that draws directly from the interfaces the agency builds.
- Year
- 2024
- Focus
- Brand Identity
- Tool
- Illustrator
The challenge
The agency needed an identity that felt connected to its work in web design and could be used consistently across its own materials. The project included both the identity itself and a practical guide for applying it.
The approach
I worked a UI toggle switch into the double “o” in Groove. That small detail gives the wordmark a direct connection to interface design. The color palette, typography, and usage guidelines extend the idea into a complete identity.
A toggle inside the name.
The switch is part of the lettering, so the reference to web interfaces stays with the name. The guide documents the concept alongside the logo variations and their use.
A system the agency can use.
The guide carries the identity into color, typography, and example applications, giving the agency a reference for keeping future work consistent.
