WILL MCGAVIN
DESIGNER

    WORK    ABOUT

SELLOUT

INSTALLATION

 The goal of SELLOUT is to analyze marketing and branding by presenting them as a legal equivalent of graffiti and deconstruct both. I created this project as a way to understand my own position at a crossroads between using my own personal creative aesthetics for client work. I feel both marketing and graff share application methods, strategies, and goals with the most significant difference being sign making for another versus sign making for oneself.
To present the tension between these fields I featured a recreation of this active conflict through a collage of authentic branding of fictional entities combined with graffiti elements.



FAKE ADS

These four brandmarks were created to not only populate the composition of the installation with advertisements, but 
to also provide terms that highlight the similarities, differences, and general overlap between marketing and graffiti.




FINAL INSTALLATION


ADDITIONAL ELEMENTS

In addition to the installation, prints and tote bags were made and sold during the exhibition.


PROJECT DEVELOPMENT

Originally the goal was to ‘punch up’ at commercialism and desgin. Although, through refining the concept I realized that this relationship is much more of a two way street than typical aesthetic appropriation
Concept V1

Lettering test
Concept V2
Concept V3
Logomark development



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