Inspiration for the campaign came from the audio-visual experience typically seen in electronic gigs. Compared to the previous example, there is a disconnect between the design and the festival goers. The previous designs tries to much to be polished and sophisticated, while forgetting the nature of electronic music. It is wild, sporadic and dynamic, just like its audience.
The theme graphic for this piece is primarily the modified forms form the typeface Helvetica Neue spelling out Manitoba Electronic Music Exhibition. The unique type treatment is inspired from the creation of electronic music where djs distort a soundtrack make it their own. In this case using an overused font recognizable everywhere, the type treatment makes it special to only this event.