Location
New York / USA
Category
Logistics / Moving
Scope
Brand strategy / Taglines / Visual identity
Challenge
Build a brand that flips the emotional script of moving — from a source of stress to an experience of ease, care, and even joy.
Create communication for a highly competitive market where most players rely on subcontractors and struggle to earn trust.
About Groove
Groove is a brand that moves.
Light-hearted and approachable, Groove opens with humor to drop stress levels and make clients feel at ease right away.
Its signature tone blends humor with professionalism. The first impression is friendly; the second reveals a reliable, structured team that gets things done without the extra noise.
Groove connects through an emotion rarely linked to moving: joy.
Connection through fun. Because real bonds make the whole moving experience lighter — and actually enjoyable.
Groove is a brand that eases anxiety and earns trust.
Professional without the ego.
Powerful, but approachable.
All the confidence of Bond, with the energy of Austin Po
Taglines
moove your body
Moove it like it’s hot
bust a moove
if I can moove it there, I’ll moove it anywhere
Question
How do you blend the groovy vibe of the 60s with the professional moving of the 21st century?
Answer
It came through in the samples. Colors borrowed from the past, but used with restraint. Fonts rooted in the present. A dynamic logo that looks like it’s already moving your furniture.
And to bring in the “fun” factor — meet Groovy: a chair character with a recognizable shape and texture, cheerful eyes, and a permanent smile that says: “Great moove!”
Let’s Co-Create
