penguin grooves music festival
The Penguin Grooves project was a brand-genre mashup that combined Penguin Books’ literary heritage with contemporary jazz in a playful campaign for a Central Park music festival. Targeting young professionals and creatives, the branding evoked nostalgic birthday parties with a vibrant color palette, a rounded typeface logo, and a confetti-inspired pattern. Deliverables included a style guide, social ads, signage, merchandise, and a dynamic mobile website, all blending Penguin’s bold designs with jazz’s energy. Balancing nostalgia and modernity, the campaign created a cohesive, accessible identity celebrating culture, creativity, and community.
merchandise
The goal of this merch item was to highlight the concept. So the colorful corduroy hats are inspired by birthday party hats.
The festival t-shirts highlight a headliner through photo and type on the front and features the lineup on the back.
The mug mimics a Penguin book cover but includes the slogan and logo of Penguin Grooves. This merch item specifically aims to appeal to the Penguin Books audience.
organic social grid
The social grid presents an aesthetically pleasing and well-thought-out content plan that includes artist spotlights, an event countdown, a merch sneak peek, and more. Color ties each square together.
paid ads
The social ad designs are extra vibrant, with carefully chosen headlines and CTA’s to catch viewers’ attention. A confetti/sprinkle pattern was designed to be used throughout the deliverables, adding an extra punch when needed.
signage
The signage designs take actual Central Park signage into consideration for their layout and are intended for wayfinding or informational purposes.
mobile website
The mobile website enhances the user experience by providing a fun scrolling experience through vibrant colors and engaging information like countdowns, buttons and background information.
