Groove Commerce
Client
Branding & Website Design
Services
I executed the redesign of the Groove Commerce website from concept to launch, highlighting their refreshed services and resources with a bold visual update and animations that positioned Groove as a trusted eCommerce agency and partner who knows their stuff and delivers results.
A rebrand with the future in mind
A couple of years back, the team felt that Groove’s branding and website no longer reflected the image of a modern marketing agency. The site looked dated, the illustrations felt too “corporate-ish”, and the messaging unclear. While we were getting plenty of recognition for our client work, our own brand and website had taken a backseat. In addition to inconsistencies with the messaging and branding, blue and purple (which was the core color combination that Groove had been using) had become more commonplace on the web, which put us at risk of being drowned out. So in 2022, we finally got the gears turning.
All hands on (a virtual) deck
We set out to create a visual identity that is unique to Groove and would not be influenced by trends but rather reflect its core culture of innovation and collaboration. Collaborating closely with our CEO, creative director, and strategy team, we defined Groove’s new messaging, tone, and brand, crafting a digital narrative that highlights who Groove Commerce is, what they do, how they work, and how they can help businesses. We grounded the updated branding in its core culture of innovation and collaboration, while still emphasizing the importance of a strong foundation. We opted for a dark grey as the primary color to serve as a clean canvas for the case studies, with colors being used sparingly as supporting elements. Additionally, the previous complex iconography and isometric illustrations were simplified to adapt a more straightforward and geometric style, emphasizing the importance of a solid foundation.
Impactful results
In addition to the new website, we also had to update all internal documents and trade show materials to reflect the new visual identity. After launch, the reception was overwhelmingly positive – leads and inquiries increased, and it also served as an effective marketing tool for the sales team to show potential clients what Groove is capable of doing for their business.
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