Groove Cruise.
Groove Cruise has been the world’s premier electronic music cruise for 18 years.
It has 96 hours of nonstop music and Groove Cruise's signature immersive programming. It hosts11 stages with world-class production, globally renowned artists, daily themed parties, artist-hosted activities, and beachside destination parties.
A branding campaign chartering an entire cruise ship is no easy task. It is very fast pace. Once the ship has docked our team has only a few hours to on load all of the production equipment for stages, artists, performers and passengers. All the printed branding has to be final and ready for install.
For the 15th year anniversary “GC MIAMI” I chose a futuristic approach and create a new symbol representing the cruise: The Groove Cruise Compass. Direction for this campaign included graphic design, digital ads, print ads, stage design, photography, video production and animation.
Concept to Reality.
Concept to Reality.
GC Compass Exploration.
The Groove Cruise logo has been around since 2004. We needed a new symbol that could be used for digital and physical branding across the board. I took the “GC” font from the Groove Cruise original font and went to work on a compass. Once I had the vector file complete I added the desired metallic effect for this specific cruise.
Phase III
Phase IV
Phase II
Phase I
Digital & Print.
For the 15 year anniversary we chose to use a futuristic color wave along with the new metallic GC compass to create our desired branding aesthetic. We used this for all digital assets including posters web banners, billboards and more.
Animation & Video.
Our goal was to promote the headlining artists while keeping the same aesthetic direction for our promotional video. We animated the new GC Compass and created a card template to insert the headliners.
Stage Design.
There is 96 hours of non- stop music on Groove Cruise and a total of 11 stages across the ship. Most of the stages are pop-up style but there are 3 stages that require a full production design and crew to pull off successfully. For this we go through several design rounds and rendering concepts before we choose the final approach for the following stages:
Main Stage
Auditorium
Pool Deck
Main Stage.
Main stage is usually located on the most open area of the ship towards the front.
Main Stage Rendering 01
Main Stage Rendering 02
Auditorium.
The auditorium stage is the largest stage inside the ship that has theater style seats and balconies.
Auditorium- Rendering 01
Auditorium- Rendering 02
Pool Deck.
The pool deck is in the middle of the ship on top and exposed to weather for the entire cruise.
Pool Deck - Rendering 01
Pool Deck - Rendering 02
