Nurturing creativity
Grooveschool runs DJ and music production workshops for disadvantaged young people in the UK and abroad. Based in London, it aims to raise levels of education in subjects relating to music and arts technology, and to help people who are socially excluded to integrate better by nurturing their creativity.
Being heard and relevant
Previous iterations of the Grooveschool identity were confusing. So, with their status as a Charitable Incorporated Organisation coming up, Grooveschool approached us to refresh their branding. They wanted something bold, accessible and aspirational. It needed to reflect what they do better, and get them some attention. And most importantly, it needed to engage with their ‘hard to reach’ target audiences — low-income families, people who’re not in education or employment or have special educational needs.
Mixing and matching
Grooveschool focus on the study of sound and frequency. Keen to avoid the usual clichés, we needed to create something inclusive, yet attention-grabbing. Latching on to the theme of ‘play’, we developed a disarmingly simple, flexible typographic interpretation of a mixer volume fader. This reflects and riffs on the group’s ‘dynamic and playful’ approach to learning. Brand applications reference familiar (and unfamiliar) DJ lingo in a bold, confident and occasionally surprising way.
