B r a n d   N e w   M e


Buy In Bleed Out



Brand New Me, 2011 – 2016

Dimensions: 330cm x 200cm

Materials: 20 pints of the artist’s blood on canvas

Over 5 years Maxwell collected 20 pints of his blood (twice volume of blood in the average human body) to paint a single logo.

The work is an act of worship to the quasi-religious phenomenon of brands through blood-sacrifice. The painting represents the obsession have with creating our own personal offline and online brands.

“I wanted to see how far I could take the relationship man has with marketing by physically becoming my own logo.”