Groovilicious Records

In 1998, I co-founded Sanna Design Group with my good friend and fellow graphic designer, Andreas Vavaroutsos. We shared a passion for bold, impactful visuals and a deep appreciation for strong graphic design. With two desks, two computers, a tiny office, and no budget, we forged ahead, determined to make our mark.

Our breakthrough in the music industry came unexpectedly when we had the opportunity to pitch a logo for Groovilicious Records, a sub-label of the legendary house music label Strictly Rhythm. A friend of ours, who had recently started working there as a producer, introduced us to the team. Seeing a chance to prove ourselves, we took a leap and designed the Groovilicious logo on spec… one of the few times in my career that speculative work truly paid off.

Instead of presenting multiple concepts, we focused on a single, strong design. To make the biggest impact, we mocked it up on a 12-inch LP and record sleeve, ensuring it was seen in its true form—a bold mark that would stand out on vinyl and in record stores.

When we presented the design to Groovilicious label president Michael McDavid, the room went silent. He studied the mockup for what felt like an eternity. Then, without a word, he stood up, walked out of his office, held the LP high above his head, and announced to the entire team that this was the new Groovilicious logo. In my career, I’ve had many positive reactions to my work, but this remains my all-time favorite.

From that moment on, Sanna Design Group became the go-to design firm for Groovilicious. Over the next few years, we created an extensive range of artwork and packaging for their releases on 12-inch vinyl and compact discs. Our work with Groovilicious also led to projects with Strictly Rhythm and its other sub-labels, further establishing us in the house music scene.

Looking back, the Groovilicious experience reinforced a lesson I’ve carried with me ever since, when you believe in a concept, present it with confidence. Sometimes, one strong idea is all it takes to define a brand.