Feel Good Inc. is a pop up dance party launched in Seattle, WA in 2017 as a collaboration between Motown on Mondays Seattle, Do206 and Modelo Especial.
After many years of building and maintaining a consistent audience at the weekly Motown on Mondays parties, the logical next step was to expand the vibe, reach and brand to a weekend night at a larger venue. The recipe was simple: positive and upbeat music that is firmly rooted in soul, regardless of decade or genre, and bring in some of the best local and national DJs to spin and sequence it to perfection. Pump it through one of the best sound systems in town, complimented by classic footage on the projection screens for a fully immersive and undeniably uplifting experience; the result was an instant success.
To bring this vision to fruition, the name and brand identity had to capture the positivity and universality of soulful dance music. The creative direction took inspiration from classic album artwork, vintage concert posters and the specific theme surrounding each party, and packaged it in a minimal modern aesthetic that would translate to digital as well as physical promotion.
The core messaging was centered around the slogan: Dance. Sing. Sweat. Feel Good.
t Soul Train