Gruuv Recordings

ELISA ANDREOTTI — LUCA BUGATTI

ARTWORK CONCEPT PROPOSAL

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BRIEFING

“Gruuv was established in 2010, and since then we’ve gone through various different artwork styles, which has left the label lacking in brand identity. We used to get individual art designs made for each EP, but the cost and time involved became too great, and the variety also didn’t help with brand ID.”

artwork release template
digital releases
vinyl look
simple, classy, minimalist mood
2 colors scheme
vintage house records vibes

MOODBOARD

IN THE BEGINNING,THERE WAS JACK,AND JACK HAD A GRUUV

GROOVE 1.0

“Groove” can be defined as “a long narrow cut or depression in a hard material, typically a furrow or trench made by a plow or a natural indentation on a surface.” In simpler terms, a “groove” is a channel or a small, elongated indentation in a rigid material. For example, one might refer to a “groove” on a vinyl record, where the music is engraved.

GROOVE 2.0

“Groove” refers to a rhythmic, enjoyable, and infectious pattern or feeling in music. It often involves a strong sense of rhythm and a compelling, cohesive flow that encourages listeners to move or dance. The term is commonly used to describe the rhythmic elements and overall feel of various music genres, including funk, soul, jazz, R&B, and dance music.

FOCUSING ONTHE GRUUV

In a minimalist, simple, and clean graphic template as required, the key element needed to create uniqueness is a distinctive symbol for each artwork release.

To achieve uniqueness within this minimalistic framework, the use of a distinct sign for each artwork release is strictly related to the identity of the contained music. The symbol acts as a visual identifier, providing a recognizable and memorable representation of the specific release. It should be crafted to encapsulate the essence of the music.

By incorporating such symbols consistently across different releases, a cohesive and recognizable brand identity is established for the label. This branding helps fans and audiences associate the symbol with the music. Over time, this approach can contribute to strengthening the label’s visual presence.

Overall, the combination of simplicity and the use of unique symbols for each artwork release allows for a harmonious yet distinctive visual presentation, leaving a lasting impression on the audience.

LEAVE THE GRUUV

Our objective is to collaborate with the artist in creating a symbol that embodies their release, making it truly personal: imagine a continuous and abstract line, resembling a doodle, which originates directly from the artist’s hand.

We aim to capture the essence of their music, their rhythm, their groove with this organic, natural gesture.

Embracing the beauty of simplicity and the rawness of the human touch, this rough bespoke symbol will become an unmistakable representation of the artist’s release, a distinct mark on Gruuv recordings.

ARTIST'S PLAYGROUND

open sketch.io
take the pen and do it in one line
switch on your track
8 seconds for closing your eyes
follow the rhythm
save svg
send to your fav designer

Hassle-free, working on desktop and mobile: by utilizing this powerful online tool, artists can efficiently collaborate with graphic designers ensuring a smooth creative process. Happy sketching!

MAKE IT SIMPLE

At their discretion, each artist can submit up to 3 sketches. Our responsibility lies in selecting the most captivating detail, which, when artfully composed, will deliver a unique and impactful impression. With a keen eye for artistic brilliance, we carefully assess each sketch, considering its composition, style, and emotive power.

WORK IT A LITTLE

Once the sketch is received, the line is refined to ensure visual continuity across the EPs and with the brand. This is accomplished through a simple operation involving adjusting the thickness with just one click! This streamlined process guarantees that the artistic style remains consistent throughout the entire series, enhancing the overall viewer experience.

SET THE TEMPLATE

In each template, the constraint to adhere to will be the centered circle. The realistic vinyl label effect is removed, and it is utilized as a simple digital shape within which the sketches will be placed: the label becomes a harmonious backdrop that highlights the artwork’s essence. As recurring elements, we will have the centered brand positioned at the bottom and in the respective corners, the artist’s name, release number, release title, and tracklist/remixers.

DUOTONE SAMPLES

For each artwork, two colors will be used, alternating positive and negative effects across various releases: we create a mesmerizing interplay of colors that not only catches the viewer’s eye but also establishes a distinctive and memorable brand presence. Additionally, there is the option to receive color guidelines from the artist or the label. The inspiration for the base colors pays homage to the entire landscape of early 90s house music.

YOU SAID 6?

Introducing the all-new Gruuv Recordings, nestled within a captivating circle: a seamless blend of the artist’s sketch, carefully curated layout, and guidelines to shape a distinctive and recognizable visual identity. There are endless schemes and combinations; every release has its own unique and personal look, but it’s also a member of the Gruuv recordings family!

ELISA ANDREOTTI — LUCA BUGATTI