Since SEMF is centered around electronic music, I want to stay true to the organic and mechanics of the creation of the music (i.e. equipment and beats). After extensive research, I discovered that there are various types of electronic music and that it is focused around electronic equipment and beats that are made out of ones imagination. To relay this idea through design, I pursued using various textures, shapes, and clean typography through this campaign. It not only connects to the artist but the young and mellow audience through the challenging yet modern design. I was inspired by the use of subtle yet popping moments which challenges the viewer to think about the design.