"The Groove Experience was created in 2009 specifically for All Star Dancers. These events were designed so that All Star dancers had a high-quality event to attend that guarantees a proper competition floor and dance-only judges!" - Pulled from the Groove Experience landing page on the Varsity All Star website.
In 2022, the design agency Glass Staircase created a new brand guidelines and logo for the Groove branding. I was the designer in charge of reskinning the entire brand through all new award banners, competition backdrops, social graphics, emails, etc.
Above are some photos from the 2023 Groove Grand Nationals of the new competition backdrop. When designing this backdrop, I kept the important assets 5 feet from the bottom of the stage so when teams were on stage, they wouldn't cover the event branding. I also made the Groove logo large and centered for dramatic effect. The two power symbols on the side and the outline around Groove were illuminated by the production team in low light scenarios.
The next items I created were the awards banners. At each Groove Experience championship, all programs and studios get award banners to commemorate their accomplishments. I created the font as a graphic style in Adobe Illustrator that matched the Groove Experience logo. I also created these sound byte lines in the background utilizing the gradient from within the Groove logo and to symbolize the "groove" dancers are in on stage. Pictured on the left are teams winning their Dance Worlds Bids at the 2023 Groove Grand Nationals.
The above showcases the backdrop in three pieces where the dancers come out inbetween the back and front panels as well as a a stage skirt design. In the second photo I am showing that same stage design but with side wings. Then the bottom two images show the small pipe and drape photo opportunities and wayfinding banners for use around the venue. Below is a photo of dancers in their champion jackets in front of the step and repeat logo pipe and drape I created.
Above are proactive graphics that I created to promote the Groove Dance Convention. The event is still in planning/not released yet. All copy and entities are placeholder.
The Groove Social Media Presence
To help promote the Groove Experience on Varsity All Star's Dance account, the social media team tasked me with making a reel outro featuring the Groove Experience and Varsity All Star logos. I created these animations from scratch using Adobe After Effects.
Above is a logo animation to be used in the AV package inbetween teams performing. I animated this using Adobe After Effects. The idea is that this would loop indefinitely until the next set of dancers came on stage.