The surface goal of the group is to take the artist out of his or her comfort zone—typically his or her studio space—to make valid artwork in less-thanideal public settings. This ranges from guerilla operations on street corners to rooftops in Los Angeles, to sharing centerstage at nightclubs. The standard of ‘the white cube’ is thereby rejected, and the Result is compelling. It challenges both artist and audience on various levels.

The brand extends to the work-wear that is worn by the artists—the idea being that the artists should be less a focus than the actual work being produced. The clothing based logos are both screenprinted and embroidered. The ‘script’ type treatment works well For both processes. It harkens to tribalism of the California carclub motifs, and gives subtle deference to the fine art pedigree of the venture. Every aspect of the groups presentation and messaging is considered—visual assets must be concordant. As the brand matures and evolves, more iterations inevitably emerge. Thus the branding focus will remain panoptic, its attributes fluid and anamorphic.