This project was a for a collaboration between MFF and ZWFIT. Both brands believe in building community through cycling and wanted a graphic and print story to showcase this idea. Bee's depend on teamwork for survival and we wanted to explore the idea of having riders swarm together. 

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The challenge was to create a design that visually created a "swarm" when all riders were together, but also aligned with prints and colors that worked with MFF's unique design language. 

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Additionally bee's are very aggressive looking up close, and use colors that indicate warning signs. And without the loud black and yellow stripes they tend to just look like flies. I wanted to avoid this "buggy" feel, so I created a pallet that softened the artwork but still tied back to something that made sense for MFF.

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A soft blush pallet with pops of MFF's coral, and an all over subtle honey comb print helped reinforce the idea of "bee" without being overly buggy or intimidating.