The Sacramento Electronic Music Festival is an annual event designed to bring together the area's electronic musicians and music lovers alike. The city often competes with San Francisco and Los Angeles, both of which have a large draw on the music scene. The SEMF campaign was created to increase awareness about the event and create a memorable, enjoyable experience for attendees. The look & feel of the entire campaign is based on the tranquil feeling and constructive nature of the electronic artists’ music. The asymmetrical and open nature of the typographical grid play tribute to the meditative and spatialness the audience may experience when listening to the music.