FREE PEOPLE LOOKBOOK - process

 

Goal : Represent the Free People brand successfully with a fresh and modern twist.

Detailed Free People research to gain a firm understanding of the company's focus, mission statement, and target market. 

Their catalog was consulted for color palette, and type treatment inspiration.

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*These quotes made it into the final piece.

Further photography inspiration:

We shot the photos in Pasadena, CA.

Over 500 photos to choose from:

Inspiration from existing editorials:

First layout sketches: 

Many cover versions were explored:

Final product:

GBuchanan Designs | 2019