Jenny SeoYoon Kim

A self-initiated project exploring the brand identity system for a music festival celebrating funk, disco, and electronic music. Inspired by the resurgence of festival culture post-COVID and the iconic rave posters of the 1990s, Higher Frequency captures the raw energy and euphoria of dance culture: the intoxicating rush of being fully present in the moment, lost in movement and sound.

The visual identity embraces the gritty, underground aesthetic of 90s rave culture through deliberate design choices that evoke the era's DIY spirit and analog origins. The typography features "exposed" letterforms with intentionally blurry, distressed edges that mimic the photocopied flyers hastily produced on copy machines in basements and record shops. The color palette draws heavily from hot pinks and electric reds set against stark black backgrounds with bright, neon yellows and oranges, mimicking colors that glow under blacklights in underground warehouse spaces.

This aesthetic pays homage to San Francisco's vibrant role in the evolution of electronic dance music culture, where the city's countercultural spirit and warehouse scene fostered experimental sounds and immersive party experiences. The brand system's raw, unpolished quality reflects the authentic, grassroots energy of those legendary San Francisco underground gatherings, where the focus was purely on the music and the collective experience of losing oneself to music.

photography collected from:
the frequency press