Rebrand USA satirically considers a hypothetical situation in which the United States government, fearing a declining belief in the American ‘brand promise’, attempts to buoy perceptions by suggesting fundamental changes to its core brand values. [+]

The project deliberately presents skin-deep modifications to iconic national monuments in order to suggest a well-meant, but tone-deaf updating of American principles. The project was a commission from SFMOMA’s OpenSpace.

1. The St. Louis Arch (modified 2015). Sandblasted Navajo pattern on existing stainless steel cladding.

2. The Washington Monument (modified 2015). Truncated masonry with olive tree.

3. Mount Rushmore (modified 2015). Observation platform with rainbow flag.

The following narrative accompanied the three images:

In 2014, after a series of foreign policy debacles abroad and increasing partisan tension at home, United States President Paul D. Ryan charged newly confirmed Vice President John McCain with the development of a sweeping public relations campaign that would measurably improve perceptions of the United States both domestically and overseas (President Romney was assassinated in North Africa during a 2013 goodwill tour).

To this end Vice President McCain created a blue ribbon panel of anthropologists, historians, cognitive scientists, marketing strategists, and PR/branding experts to address the problem. The panel observed that where cosmetic alterations to flags, passports, printed currency, etc. might be simple to produce and have some positive effect, such initiatives would ultimately “smell like marketing,” to quote one expert.

In order to authentically demonstrate the United States’ renewed commitment to the enduring American values of peace, equality, sustainability, and respect for all peoples and beliefs, the panel recognized that the intervention would need to be executed at a much deeper level, that is, within the perceived cultural legacy of the country.

Accordingly, the panel instructed the National Park Service (NPS) to modify a select group of iconic national monuments according to a specific set of instructions.

These images represent the completion of Phase I of this campaign. These are now the official images for all public relations efforts and media requests regarding these national sites. The NPS requests that suggestions for modifications to other national sites be directed to their headquarters at 1849 C Street NW, Washington, DC 20240, Tel. 202-208-3818.