In the sketches, I explored quite a few options, but most of them focused on creating a strong wordmark that conveyed technical expertise and modernity. During the process, I discovered the possibility of creating a character using the letters ‘O’ and ‘S’. The result was that little crouching man, ready to jump, dance or walk – just as the rhythms of Groove Assist move along the tempo.

In addition to the logo, the visual identity is rounded off with two vibrant colours—an orange and a fluorescent yellow—which add an extra touch of visual impact. The standout element in this project has been the vinyl, which I’ve used as a phenakistoscope to show the stick figure running in time to the music.

In my opinion, these kinds of nods are truly enriching from a creative perspective and have a great ability to connect with people. I believe it is very important to maintain a sense of approachability and humour in visual communication, provided, of course, that it is not out of place.