BRAND IDENTITY

Together, we delved into crafting the soulful essence of her new venture, Groove. Having collaborated since 2019 on the branding and website for Harmony Health and Fitness, our creative synergy was already deeply rooted. However, we ventured into uncharted artistic terrain with Courtney's transition to Okotoks, Alberta, and the inception of Groove and the transfer of ownership of Harmony Health and Fitness.

Groove isn't just a business; it's a dynamic convergence of 1:1 Women's Coaching, Personal Training, and Fitness Instruction, pulsating with a funky, retro vibe. Our vision for Groove was to evoke a sense of nostalgia intertwined with the picturesque beauty of the foothills. We meticulously curated a tapestry of custom icons, illustrations, and patterns, each resonating with the rhythm of Courtney's vision.

Central to the branding narrative is a majestic mountain graphic, symbolizing a change in location and a metaphorical ascent toward personal growth and empowerment. With Groove, Courtney Cassidy invites you to find your rhythm, embrace the journey, and find your vibrant, authentic self amidst the ups and downs of life.