Soul Branding
Writing / Illustration
Soul Branding is an essay I wrote for the fourth issue of the journal Counter Signals—Identity is the crisis (CS4). Published by Chicago and Berlin-based Other Forms, CS4 “assembles texts and images to query the claims and break the chains of “visual identity” in capitalism. What is an identity and what can we do about it?”
Soul Branding explores the ways in which contemporary branding practices discursively add value to corporations via “co-creation,” ultimately hailing individuals as assets in brand construction that effectively redefines who and what are being branded as such. It seeks to question the ways in which branding practices displace meaningful political action despite being leveraged as toolkits for democratic action.
CS4 was designed by Jack Henrie Fisher.
