This project utilizes the strategy of subversive affirmation, in other words, mimicks to an absurd extream the exact mechanisms or structures it is critiquing. The project presents a mock re-branding strategy for the Israeli Occupation that tries to present it as a positive situation which leads to the bridging of cultures. The work uses fashionable visual design language and treats the occupation as any other business suffering from bad branding. It ridicules and reveals the absurdity in the current war of images on the public appearances of governments and corporations, whose main victims are their respective civilians and consumers. 



The full brand book is an 86 page book in both English and Hebrew. Following are a sample of the pages which present the fictive and absurd brand's vision, beliefs, and aesthetic strategy. The full book can be viwed upon request. 


Photographs by Neta Lauffer. 

The completion of the brand book was followed by a launching event for the new brand. The event, a parafiction work mirrored the reality it asked to criticise by creating a rich and detailed facade with no real substance behind it. The following photographs depict the reception and evening line up.

Event invitation

Event banner