It's About Business.

I had my first business card printed at age 18. It contained no personal information, not even a name -- only MacNeill Industries and a phone number [fig. A]. The idea at the time was that if someone was given a card and needed to contact me for design work, unless they remembered my first name they would have to ask for Mr. MacNeill (or for somebody in the art division).

I realized this approach was perhaps not in my best interest and did include my first name on subsequent cards. However, the idea of creating a non-personal identity has not really changed.

Today "MacNeill Industries" has given way to "MacNeill Art Projects" coupled with a new slogan of "MacNeill Art Projects Now!" [fig. B] and a national branding campaign to support the launch of this project and development of my work.

Why take this commercial route which is usually not even discussed in the art world? Because it's Important.