A final year project for my Graphic Design degree, I made my focus a critical exploration at what corporate identities truly mean to us in a brand-saturated world. The brands selected here for critique (and which have not been mentioned by name at all in any of the posters) were taken based on everyday labels I saw walking up and down Queen Street in Auckland, New Zealand, to university each day. It is an assignment that takes a close look at how graphic design in both a visual and verbal sense is able to reveal the true side of advertising and branding.

In a guerilla-style advertising campaign, I honed in on what such iconic names really are about if you dig deep enough. The result was six enormous A1 posters with each featuring a brand criticism, as well as a very detailed workbook filled with my processes which was printed and bound by myself.