August 9, 2022
Dream In Color:
30 Posters of Power by 30 Black Creators
PREFACE
This large-format book features 30 removable posters by 30 inspiring Black creatives from around the world. Artists and designers including London-based muralist Lakwena, and South Africa-based artist Huston Wilson, among others, are included in this inspiring book of ready-to-frame artwork. ¶
Each poster is aesthetically unique; the selection ranges from illustrations to typography featuring phrases expressing positivity, hope, and strength, all through the lenses of internationally acclaimed and emerging Black creatives working today. ¶
The Title
When I first began working with Gloria at Chronicle Chroma, there was simply this vague idea of creating a poster book with work from Black creators. ¶ At first I wondered if this should be a poster book of protest signs entitled FREEDOM NOW! However, in thinking about the experience of reaching out to artists to create this super specific poster, I felt like I was putting some sort limitation on what they can and can’t express. ¶
With that said, the final title was inspired by the dictionary definition of "black art," which is witchcraft and necromancy. So, I wanted this poster book to be an opportunity for us (Black artists, designers, creators, etc.) to definite what Black art is for, and express whatever we hope to express. ¶
“We see Black as a palette, a mixture of every color and every form of light. This is our true definition of Black, and this is why we Dream in Color.”
— Tré Seals
Photo from the Philadelphia Museum of Art
Challenges in the Pandemic of Racism
After going through nearly a year of COVID quarantine and protests in the wake of the police killing of George Floyd, the world was looking to the Black community for answers to a problem we didn’t create, while the design industry was looking to Black creatives to promote their temporary diversity efforts. While many questions and opportunities were being thrown our way, no one was asking a very simple question: how do you feel? ¶ While books and campaigns were being developed around diversity and inclusion, Tré Seals was working on a poster book. The project began in August of 2021, with. ¶
With that said, the final title was inspired by the dictionary definition of "black art," which is witchcraft and necromancy. So, I wanted this poster book to be an opportunity for us (Black artists, designers, creators, etc.) to definite what Black art is for, and express whatever we hope to express. ¶
Photo courtesy of Phlox Books
Writing the Introduction
After going through nearly a year of COVID quarantine and protests in the wake of the police killing of George Floyd, the world was looking to the Black community for answers to a problem we didn’t create, while the design industry was looking to Black creatives to promote their temporary diversity efforts. While many questions and opportunities were being thrown our way, no one was asking a very simple question: how do you feel? ¶ While books and campaigns were being developed around diversity and inclusion, Tré Seals was working on a poster book. The project began in August of 2021, with. ¶
With that said, the final title was inspired by the dictionary definition of "black art," which is witchcraft and necromancy. So, I wanted this poster book to be an opportunity for us (Black artists, designers, creators, etc.) to definite what Black art is for, and express whatever we hope to express. ¶
Curating the Book
After going through nearly a year of COVID quarantine and protests in the wake of the police killing of George Floyd, the world was looking to the Black community for answers to a problem we didn’t create, while the design industry was looking to Black creatives to promote their temporary diversity efforts. While many questions and opportunities were being thrown our way, no one was asking a very simple question: how do you feel? ¶ While books and campaigns were being developed around diversity and inclusion, Tré Seals was working on a poster book. The project began in August of 2021, with. ¶
With that said, the final title was inspired by the dictionary definition of "black art," which is witchcraft and necromancy. So, I wanted this poster book to be an opportunity for us (Black artists, designers, creators, etc.) to definite what Black art is for, and express whatever we hope to express. ¶
The Sport
Collection
Nearly a year before the launch, in October of 2021, Jack Carlson and his team at Rowing Blazers reached out. They wanted me to craft the wordmark for the brand’s sport collection. A modified version of Vocal Type’s “The Neue Black” was created in collaboration with the design team at Rowing Blazers. ¶
Modifications to The Neue Black included weight and width adjustments and tests to see how these adjustments interacted with the Rowing Blazer’s color palettes. The result was a collection of 4 lighter weights stemming from The Neue Black. ¶
Opening at the
U.S. Open
For the launch of the Arthur Ashe brand, the Rowing Blazers team launched two pop-up shops during the 2022 US Open: one at the US Open (located near Court 15), and the other at 2 Rivington Street in Manhattan. The Manhattan Pop-Up features our full collection, plus accessories, vintage books and racquets, and more. The US Open Pop-Up features exclusive product co-branded with the US Open. ¶
Designed by Parasol Projects, the space featured the logo from the sport collection on the walls, windows, checkout counters and more. ¶
Since the Launch
Since the launch of the Arthur Ashe brand, we’ve seen celebrities such as actor and comedian Will Ferrell wearing the ASHE sport logo sweater. ¶ With the goal of amplifying Ashe’s numerous contributions to our society and culture through their partnerships with the UCLA Arthur Ashe Legacy Fund and the Social Change Fund United, the brand has started an ambassador program. To start off the program, the Grammy-nominated rapper, singer, songwriter, Aminé has been named their first ambassador. ¶
Inside Cover
Now while I know Spike Lee, we wanted to be considerate of the very few who may not know who Spike is, or think that the oversized “SPIKE” on the cover refers to Spike Jonze or some other Spike I may not be familiar with. ¶
To get an understanding of just how renowned Spike (Lee) is, we pulled photos from his Instagram and his personal collections featuring him along with a few celebrities and friends: Andy Warhol; Jean-Michel Basquiat; Colin Kaepernick; Trevor Noah; Dave Chapelle; Kerry Washington; and Harry Belafonte to name a few. ¶
PARTNER(S):
Creative Director: Jack Carlson
Brand Director: Karl Blanchard
Art Director: Georgia Gray
Photographer: Lucas Creighton
Stylist: Tinbete Whut
HMU: Allie J
TIMELINE:
08.2021—08.2022
LAUNCH DATE:
08.2022
SERVICES:
Fashion
Identity
Typography
Notes:
N/A