SEMI is More brand awareness campaign 

Creatively spotlighting members and raising awareness of the full range of services offered by SEMI, even in the middle of pandemic lockdowns. 

Additional credits

Illustration:

Aleksandar Savić

SEMI is the global industry association for the electronics manufacturing and supply chain, with more than 2,300 members around the world and growing. They provide connections and a multitude of services to an industry that has transformed the world. However, it has mostly been known for its flagship industry events, called SEMICON, to a degree that the full range of ways the organization supports the industry was often overlooked. We helped SEMI execute a branded campaign, SEMI is More, that raised awareness around the full breadth of services the organization provides.

Campaign
Environmental Design

The heart of SEMI: its members 

For all it does for the electronics manufacturing industry, the comprehensive support the organization offers its members and the industry is often overlooked. Turning the spotlight on the organization itself, however, presented a challenge. Even though the campaign was about making people aware of the organization, SEMI wanted to be clear that the organization is its members. So, we conceptualized a campaign that worked to express this double-sided quality: To show more of SEMI, show more of what SEMI is made of. The members themselves.  

Overcoming a pandemic challenge 

Like the rest of the world, SEMI was forced to confront unprecedented challenges during the lockdowns of COVID-19. Featuring portraits of SEMI members presented a serious roadblock: getting high quality photographs. Being a nimble and problem-solving team, however, we were positioned to adapt. SEMI members were asked to submit portraits and we pivoted to using stylized illustrated adaptations of submissions to circumvent quality and consistency issues with self-submitted photography. The process became part of the campaign. The centrality and strength of SEMI’s members was only highlighted by their capacity to come together and represent the industry, even under conditions that necessitated being apart.

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Textures that echo the technology 

To make the look and feel of the campaign distinctive, we curated custom illustrations by Aleksandar Savić (represented by Making Pictures). The portraits echo the technology that SEMI helps facilitate while remaining thoroughly human and friendly. We creatively infused SEMI’s brand colors and voice to show how SEMI is literally composed of its members. A mix of blocks of color, simplified angular shapes, and pairing striped and halftone patterns helps convey the individual and the collective, while echoing the digital nature of the technology that connects the world in such a transformative way.

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Branded communication effectively creating community

The campaign connected with members by featuring them. At a moment when isolation was so prevalent, community was formed. Through a combination of creativity and flexibility, leveraging the very technology SEMI helps make possible, we were able to carry through the full campaign in various digital and physical formats. Connections were made, SEMI’s message delivered, and members educated on the fuller value of SEMI as an organization. 

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