Screen Print
27,6 × 35,4 Zoll inch
70 × 90 cm
Edition of 10

For Identity, I deliberately chose screen printing. The medium allows me to work with repetition, variation, and intervention. Although photography remains the foundation of my artistic practice, it did not seem like the most suitable medium for this project. Screen printing enables me to continuously reframe the same image through different brand interventions.

The image itself remains unchanged, yet its meaning shifts with every new logo. Through the Pirelli logo, Batman becomes a race car driver; through Nike, an iconic athlete. Durex gives the figure a sexual charge, while Hello Kitty, in turn, lends it an unexpectedly cute and almost childlike reading. The figure remains the same, yet the context changes completely.

I am interested in how easily identity can be redefined through branding. Often, a single logo is enough to trigger new associations, narratives, and interpretations. The work explores how meaning is not fixed within the image itself, but is continuously constructed through the visual codes that surround it.