There’s an inherent regality to being Black.
To look at us, there’s a permeating “cool” we naturally emit. Blackness is immersive, indulgent, and addictive.
Marc Bain articulates it perfectly in his meditation of our immense impact through history: Culture is one of America’s most powerful means of exerting its influence in the world, and in ways large and small, Black Americans have shaped that culture. They’ve held an outsized sway on what the US, and consequently much of the globe, deems cool.
February is the time designated to spotlight this deep cultural contribution Black Americans have made to the fabric of the country. But like many of us, Tahiti Spears sits in this realization all year round.
The Chicago-bred art director built her firm 0514 Design with the intention of supporting companies of all kinds with their creative vision, but soon found her client roster was full of Black-owned brands.
“We’re just really dope, honestly,” Spears told me during a call. “It was not intentional. I’m open to everybody, but I do have a warm space in my heart to help people of color realize the perfect aesthetic for their business, and beyond because they deserve that.”
Before striking out on her own, Spears worked with entities like Modern Luxury, the American Bar Association, and the NAACP to crystallize their design philosophy. Through her work, she said she understood the importance of aligning with organizations that allowed her artistic expertise and keen marketing mind to flourish.
“I love seeing all elements of art direction fall into place, from digital branding to photography to set design, I really aim to be a partner to my client from end to end.”
That’s precisely why she was able to land a deal that’s the stuff of designers’ dreams.
Earlier this year she announced a partnership with Walmart, which was the culmination of her designs donned on several apparel pieces carried by the big box store in time for Black History Month. The collection is now being sold at 500 stores nationwide.
The opportunity came about through a former client, Terrence Pratt, that recognized her talent and recommended she present some ideas to the retailer.
“I created about 10-15 designs that focused on highlighting inspiring figures in Black culture,” she said, explaining that she ended up pivoting her design direction to convey a more literal approach to affirm Blackness.
She continued: “I used affirmations because in my eyes, I want to give flowers. And I think that’s something we often do when we see each other just out on the street. We just give each other compliments and it brightens our day. I aimed to do the same, only visually.”
In a nod to Baquiat’s neo-impressionist art style, Spears layered linear text with graffiti-like markings atop phrases like I Am History, Bet On Yourself Everyday and The Legacy Starts With Me But Doesn’t End Me.
“I use the graffiti letters {Basquiat} has mentioned that once upon a time Black artists weren’t able to be in large galleries,” Spears explained. “So, our galleries were the train stations and brick walls.”
Spears said she was intentional about using affirmations that speak to the confidence Black people are shrouded with, but sometimes need to be reminded of.
“We have all the reason in the world to be proud of ourselves—we’re the ones creating incredible legacies for the next generation to look up to, and this collection hopefully showcases that.”