B r a n d N e w M e
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 logo itself originates from a set of four lines that Maxwell repeated throughout his drawings as a child and into his adulthood. By transforming those lines into a logo for himself as an artist, he commercialises one of his rawest artistic expression.
The work is an act of worship to the quasi-religious phenomenon of brands through blood-sacrifice. Maxwell represents the obsession we have with creating our own personal brands. The painting is a futile attempt to transcend his own human condition into a brand. Brand New Me represents our insecurities which are caused by living within a culture developed by commercial industry.
“From milk to manhood advertising continuously filters into our lives, we can become conditioned into believing that products hold the same significance as sacred artefacts or religious totems. We, in turn, create our own online brands so that our lives feel less worthless and more like the lifestyles that look so good on the billboards. I wanted to see how far I could take the relationship man has with marketing by physically becoming my own logo.”