THE HUMANITY OF COLOR
Color becomes character—the embodiment of emotion, sound, feeling, and effort. It is a pause and an action. A visual rest and a jumping off point.
The Goal
The overall goal of each of the concepts is to inject personality into an otherwise static field, dominated by a modernist and neo-modernist aesthetic.
We are reminded of our muse: Orville Peck. Equal parts visually stunning and conceptually challenging, with nods to the history of Country music and the outlandish flashiness of show girls and go-go dancers, Peck embodies his own unique style without letting that style overshadow his authentically skilled musicianship.
The Logic
This concept is driven by the purity of color and its interplay with architectural form. The colors become actors and take on a voice and presence distinct from the F+F work, but still in harmony with it. Bold swathes of color become a muse, visual resting point, or a backup singer: always present, but the goal is to support the star.
Color usage is bold but calculated. The carefully curated palette offsets the expressiveness of the color choice. There is restraint in usage
The form of the color is equally restrained. Relying on simple geometric forms, the color blocks act as discreet structures, but in deference to the work presented. Color is not the star but the spotlight tool.
Typography remains simple geometric, sans serif, and understated. It weaves into the work and does not dominate. Similar to the color blocks, typography becomes another foundational pillar for the F+F body of work.
The Social Presence
A blend of bold colors, statement pieces, curated studio images, and glimpses of hand work and humanity, the social media presence is energetic. Smile-inducing and welcoming, with a clear understanding of craft and a piercing direction forward.
The Look
