#PatriotBranding examines how businesses, politicians, and media figures appropriate the term “patriot” as a branding tool. The project features a growing collection of over 170 business logos that incorporate the word “patriot” in their names. All other text is digitally removed, leaving only the word “patriot” and any associated imagery. By embedding this term into their branding, commercial entities transfer its connotations to themselves, employing a propaganda technique known as transference.

The installation immerses viewers in a dense display of heavyweight printed flyers covering the walls and portions of the floor, creating a layered and overwhelming effect. It can also be presented in a more condensed format on one or two walls, as seen in previous documentation. A participatory element invites visitors to use stamp versions of the logos, applying them to their skin or a designated area of the installation.

By confronting viewers with the sheer volume and diversity of these branded identities, #PatriotBranding prompts critical reflection on transference, manufactured patriotism, and political messaging. The project continues to expand, evolving its archive and adapting its presentation.