Yin and Yang describes how seemingly opposite or contrary forces may actually be complementary. As an established brand Free People has an established aesthetic of neutral tones and free flowing silhouettes. However, by addressing a white space of brighter primary colors in addition to cleaner silhouettes they can expand their brand to fit a global audience.
My research began by looking into the importance of the balance between black and white in addition to primary colors. From there I was led to the streets of Japan in the 70’s which brought us avant-garde pop artists such as Keiichi Tanaami who had a heavy influence in my final designs. I was then able to create the new Free People girl: Taylor Lee. Taylor is a 26 year old graphic designer with an appreciation for bold colors and even bolder prints. Her 70’s retro look consists of layers of prints and contrasting shapes as well as her pet bearded dragon Mushu. She’s single, very independent, headstrong, and wants kids someday but would rather have a burrito today. When is not in her home office working, she seeks influence for her work through the streets of Japan, a live action pop art painting.
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