Studio Helm

Groove Life

Groove Life is a Tennessee-based manufacturer of innovative and durable gear to equip the outdoor adventurer. Founded in the Alaskan wilderness in 2016 by husband, father, and adventure guide, Peter Goodwin, the company has grown to employ over 200 staff, with multiple product lines.

Off the back of this success, Groove Life wanted to take their brand identity to the next level. We created a bold new identity that’s rooted in their deep appreciation for adventure and the great outdoors, champions their irreverent, misfit spirit, and promotes their focus on innovative new technologies.


Brand identity
Website design
Print design
Art direction
Publication design


Danielle White

Project Website