Date of Award

Spring 5-17-2019

Author's School

Sam Fox School of Design and Visual Arts

Author's Program


Degree Name

Bachelor of Fine Arts (BFA)




Marketing strategies like segmentation, brand personality and advertising continue to perpetuate binary models of identification. This paper focuses on two of my works, SliceID (2019) and Puppet Play (2019), in which I explore the consequences marketing has had on my own identity through the use of my eight personas, as well as our unconscious assumptions of branding’s impact on identity more broadly. Relating my work to artists such as Rachel Maclean, Mariko Mori, Micha Cárdenas and Shana Moulton, I explore how art has allowed an outlet to exploit, subvert and explore identification binaries. I shed light on the negative feedback loop that exists between these marketing strategies and digital culture, focusing on memes, social media and the avatar, and come to terms with our inability to break the binary.

Mentor/Primary Advisor

Lisa Bulawsky

Off-campus Download