Whiting Out Your Favorite Brands
By day, Andrew Miller is a branding strategist at a New York design agency — working to figure out how to create memorable branding around perhaps not-so-memorable products. But by night, the former designer is stripping away that visual branding by covering it with white Krylon spray paint — to see which of our favorite products are still recognizable in their purest form.From a red Twizzler rope to an old Macintosh computer, the result is Brand Spirit — a blog of 100 ghost-like objects, photographed with an old 1970s camera, over 100 days.
Tell us how Brand Spirit came to be.
It started as a school project at SVA, where I was studying brand strategy. One of the things we talked about a lot in class was how, in Sao Paulo, Brazil, they banned all outdoor advertising, aiming to reduce visual pollution. Not surprisingly, businesses were very worried. But with the ban still in effect, the city is thriving — a recent survey even found that most residents find the ban beneficial. So, I wanted to ask, what happens when you start to imagine a world without brands?
“Look at that thing. She’s completely dry, first of all, despite the fact that water is spraying her in the side of the head. It also STOPS at the side of her head and doesn’t go anywhere else despite the thigh-high amount of steam building up and the random bubbles rising to the ceiling. To make things even worse, she’s showering in panties and is dropping the soap, because sex. And her shoulders are four times wider than her hips. And she’s casting a huge shadow on the wall, meaning the light is coming in I guess from the bottom of her shower. And she’s wearing lip liner, I think. Oh and also THIS PIECE OF SHIT IS IN A PUBLISHED COMIC AND WAS DRAWN BY A MILLIONAIRE.”