Branding an Environment: Mapping the Contagiousness of Aesthetics


Chicago artist Sick Fisher has branded the fronts, sides, and interiors of many Chicago businesses with his familiar style. The map (left) illustrates the passage of time. It tells the story of how his largely word-of-mouth campaign spread across the area. Early on his work is within close proximity to his home. Later the work reaches further and more erratically throughout the area. The next slide (middle) is a comparison of Sick’s style to the graphics of the ubiquitous 80’s and 90’ Nintendo games. It suggests style and branding is not removed from the familiar and comfortable. It strives to connect with pleasurable memories. Lastly (right) we’re shown how activity, demographic, crime, and income play a role in embracing or rejecting his brand.